'Attitudinal and behavioural' loyalty toward green buildings among generations from baby boomers to Z

Multidisciplinary research is a practical approach to address one of the most important global challenges, that is shortage of resources. There is a research gap in the area of sustainability, where engineering studies are concerned with physical aspects, while marketing studies explore aspects of human behaviour with/against environmental friendliness, separately. Furthermore, scholars should pay more attention to the differences among human generations. Therefore, this paper presents a comparison between the extent of behavioural and attitudinal loyalty among generations toward green buildings especially residential buildings, which represents the highest energy consumption in the world. The current study is questionnaire-based, and it was tested through a group of validity and reliability tests. SPSS V21 was used to analyse the collected data from 1,589 participants. The study presents a set of findings and recommendations that contribute to better understanding of human behaviour in the context of rationalisation of natural resources. Finally, a group of future researches were suggested to study more comparisons depending on cross-cultural, cross-national and gender differences across a wider range of interdisciplinary studies.