Purchase intention and influencing factors for fully decorated residential buildings under China’s carbon neutrality goal

Carbon neutrality has become a global consensus in addressing climate change. Fully decorated residential buildings (FDRBs) not only align with the carbon neutrality goal but also meet residents’ demand for high-quality housing. This study examines residents’ purchase intention toward FDRBs within the context of China’s carbon neutrality goal, analyzes the influencing pathways, and proposes corresponding countermeasures to promote sustainable development. Drawing on the theory of planned behavior and perceived value theory, a purchase intention model for FDRBs is developed. Structural equation modeling is employed to conduct an empirical analysis based on 331 valid questionnaire responses, exploring the influence of demographic differences on purchase intention. The results indicate that overall product perception, including functionality, quality, and brand perception, significantly enhances residents’ purchase intention. Subjective norms and perceived behavioral control exert significant positive direct effects. Perceived value serves as a partial mediator, while consumers’ cognitive role has a positive but insignificant effect. This study clarifies the mechanisms influencing purchase intention and offers targeted optimization strategies, providing valuable insights for government agencies, developers, and construction enterprises.