Factors affecting house purchase intention of Portuguese millennials: An extended theory of planned behaviour

• Autor(a) principal: Alves, Inês Filipa de Oliveira
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/31048
• topic: Setor imobiliário -- Real estate sector; Purchase intention; Millennials; Intenção de compra

The housing situation, particularly concerning the younger population, has been a pertinent issue in Portugal. As the real estate market evolves, it is crucial to comprehend the determinants that influence the purchase intentions and housing choices of Portuguese Millennials. This study aims to address this knowledge gap by performing an investigation based on The Theory of Planned Behaviour by Ajzen (2014), exploring the impact of attitudes toward behaviour, subjective norms, perceived behavioural control, access to financial resources, online advertising, supportive government policies, and the involvement of real estate agencies on purchase intentions. To accomplish this, a quantitative approach was employed, collecting primary data through a designed questionnaire. A validated sample of 190 responses was analysed using regression analysis, yielding significant insights. The study revealed significant findings, emphasizing the influence of attitudes toward behaviour, perceived behavioural control, access to financial resources, supportive government policies, and the involvement of real estate agencies on consumer purchase intentions. These findings have profound implications for the real estate marketing sector, financial institutions, and government policies in Portugal. The outcomes of this research provide valuable guidance for shaping marketing strategies and initiatives in response to the housing needs of the Millennial generation, the younger active population in Portugal.