Green Marketing in Real Estate and Its Influence on Purchasing Intentions Among Young Adults: A Structural Analysis of Perceived Value and Greenwashing

The current real estate market is in disarray, implying that reforms and incorporation of sustainable and green elements are crucial, especially for younger generations. This becomes more vivid for the case of developing countries and the Middle East as there is a growing interest in green living concepts. This study focuses on Turkish young adults and their purchasing intentions of green real estate options in line with the sustainability agenda for Turkish development goals. In this sense, the indirect impacts of greenwashing and perceived value are examined to address the underlying determinants of purchasing intentions. The theoretical setting of the research combines the stimulus–organism–response model and the theory of planned behavior. Through combined purposive and convenience sampling methods and using partial least squares structural equation modeling (PLS-SEM), a total of 203 surveys were analyzed. The results highlight that a well-established green marketing campaign can uplift perceived value, which in turn enhances purchasing intentions during the evaluation process among potential buyers. Greenwashing is a major diminisher for consumers’ intentions as it creates doubt, distrust, and negative emotions, thus creating a mental barrier for forming intentions towards purchasing green housing options. The findings of this research provide both theoretical and practical implications for improving housing options for young adults through empirical analysis of marketing and consumer behavior mechanisms.