Will rural collective construction land marketization affect pension industry? A mixed-methods investigation

Purpose This paper aims to study whether rural collective construction land marketization (RCCLM) affects pension industry and analyze its impact mechanism. Design/methodology/approach Based on the theory of planned behavior (TPB) and social cognition theory (SCT), this paper constructs a theoretical framework for the purchase behavior of rural retirement housing with the influence of RCCLM. A mixed-methods investigation combining qualitative and quantitative study is adopted in this paper. Findings The research results indicate that the purchase intention of rural retirement housing has a significant positive impact on the purchase behavior. However, RCCLM has a significant negative impact on the purchase intention of rural retirement housing. A logical framework of “land system participant behavior” has been constructed from three main bodies: government, developers and elderly urban and rural residents. Practical implications This paper provides suggestions for the three entities from the perspectives of macro, medium and micro-level to improve transaction system for rural collective construction land use right (TSRCCLUR), providing references for the collective construction land marketization policy and the development of the pension industry. Originality/value This paper deepens the study of behavior intention in planned behavior, enriches TPB model in the study of rural retirement housing security and clarifies the influence mechanism of the rural retirement housing purchase intention with the theoretical and empirical test of the model.