Willingness of End Users in Embracing Sustainable Housing in South Africa

Purpose: This study examines South African end-users' willingness to adopt sustainable housing, identifying preferred materials and investment levels. It aims to inform sustainable material adoption to reduce construction-sector carbon emissions. Approach: A quantitative survey collected data on attitudes, knowledge, and willingness to pay for sustainable housing. SPSS was used for data analysis, focusing on socio-economic status, willingness to adopt sustainable homes, and cost comparisons with traditional materials. Findings: Middle and high-income earners are more willing to adopt sustainable housing, despite higher costs. South Africans prefer materials that reduce energy grid dependence and are willing to pay for its full conversion. Regression analysis identified preferred sustainable options across income levels. Based on its findings, the study challenges the notion that affordability is the sole driver for low adoption levels of sustainable living in South Africa, emphasising individual values and the need for inclusivity in sustainable housing. Limitations: The study's small sample size of 88 participants limits its scope. Future research should include longitudinal studies and deeper exploration of sustainable housing stakeholders and explore interventions, through end-user perceptions at a more in-depth level to form a theory of adoption pertaining to sustainable housing practices phenomena. Practical implications: The study establishes a market demand for sustainable housing in South Africa, advocating for government and industry collaboration to boost awareness and adoption. Value of paper: The paper informs policy, guides industry sustainable housing practices, and aids in the development of targeted strategies to promote sustainable housing and reduce its carbon footprint. Keywords: Construction industry, End-user willingness, Green building certification, Sustainable development, Sustainable housing.
The article won the "Best Overall Under 35 Award". It is an open access publication, that explores critical insights into sustainable housing, aligning closely with the university's commitment to academic excellence and societal relevance. The publication has undergone rigorous peer review and has been recognised for its contribution to the field. Listing it on the Wits repository would not only enhance its visibility but also ensure it reaches a wider audience, potentially aiding in academic research and policy-making related to sustainable housing.
Construction industry, End-user willingness, Green building certification, Sustainable development, Sustainable housing