Drivers for the Acceptance of Green Housing Insurance from the Perspective of House Owners

In recent years, global climate and environmental issues have become prominent, making green housing a major focus. However, during the development of green housing, there is a tendency to prioritize design while neglecting the operation. Meanwhile, house owners’ green rights and interests during the operation stage are not well protected. In response, some countries have promoted green housing insurance. However, this type of insurance remains immature because of insufficient public awareness, a lack of supporting policies, and limited practical application. These challenges result in low acceptance among house owners, hindering the development of green insurance and green housing sector. To address this issue, this study applies the push–pull theory to establish a driver system for house owners’ acceptance of green housing, considering internal push and external pull drivers. Structural equation modeling (SEM) is then used to analyze the mechanisms that drive house owners’ acceptance. The key findings are as follows: (1) drivers in the pull dimension have a stronger impact on acceptance than drivers in the push dimension; and (2) premium subsidies and economic compensation play a crucial role in driving house owners to accept green housing insurance. This study identifies the key drivers and pathways that influence the acceptance of green housing insurance, providing valuable insights for increasing public recognition and acceptance. The findings can contribute to the development of the green housing industry.