Suitability of Green Dwellings as Residential Options in Times of Recession: The Role of Perceived Value, Benefits, and Barriers

  • Markos TsogasEmail author
  • Marina Kyriakou
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The purpose of this study is to investigate the effect of economic crisis on consumer perceptions of value in purchasing or renting a green building. For the purposes of this study, a survey was conducted with Greek consumers, amidst the recent severe economic crisis. As hypothesized, in times of economic hardship, housing priorities are seconded and consumers focus more on ways to reduce the everyday cost of living and to stabilize the level of disposable income. Thus, consumer’s green behavior becomes a second priority. Perceptions of value about green buildings are not altered during the recession, but the recession’s effect moderates value’s influence on intentions to purchase or rent a green dwelling. Such an effect is mainly temporal in nature and is believed to be lifted once the crisis is over.


Green buildings Customer’s perceived value Economic crisis 



The publication of this paper has been partly supported by the University of Piraeus Research Center.


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.University of PiraeusPiraeusGreece

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