Bridging the Intention–Behavior Gap in Green Housing Purchasing Evidence from China: The Moderating Effect of Environmental Concerns and Green Trust

Promoting green housing (GH) on a large scale is essential for advancing urban sustainability and improving quality of life. However, prior research often equates purchasing intentions with actual behavior, overlooking the intention–behavior gap, which limits the effectiveness of market strategies and policies aimed at stimulating GH consumption. This study investigates whether such a gap exists in GH purchasing and explores ways to narrow it. Grounded in the Theory of Planned Behavior and extended with environmental concern and green trust, the research model was tested using survey data from 450 potential homebuyers in Shandong Province, China. Results confirm a significant intention–behavior gap in GH consumption. Notably, green trust positively moderates this gap, whereas environmental concern shows no significant moderating effect. These findings underscore that, from a sustainable urban development perspective, enhancing consumer trust in green housing can effectively promote actual purchasing behavior and support wider adoption of green buildings. The study offers valuable insights for policymakers designing interventions to bridge the intention–behavior gap and further environmental sustainability in cities.