Bridging sustainability awareness and housing preferences: insights from Generation Z in Costa Rica

This study investigates how Generation Z perceives and values sustainable residential housing, with a focus on environmental attitudes, personal norms, and awareness of green building certifications. This study is situated in Costa Rica, one of Latin America’s sustainability leaders. It applies the theory of planned behavior (TPB) and the norm activation model (NAM) to explore the behavioral and normative drivers of housing preferences. A structured survey of 394 urban residents aged 22–28 was conducted, and responses were analyzed using descriptive statistics and binary logistic regression with diagnostic tests. Findings show that energy efficiency, indoor environmental quality, and bioclimatic design are the most valued features. Although environmental concern is nearly universal among respondents, only 31% are familiar with certifications such as LEED or EDGE, revealing a critical awareness gap. Regression analysis confirms that pro-environmental attitudes, perceived behavioral control, and personal norms significantly influence preference for green-certified housing, and certification awareness strengthens this relationship. These insights highlight the need for targeted sustainability education and clearer communication of certification systems. The study offers practical guidance for developers, urban planners, and policymakers aiming to align residential products with the values of environmentally conscious young adults in Costa Rica and comparable markets.