Interweaving Traditional Feng Shui Culture and Green Building: An Examination of the Factors Driving Consumers’ Purchase Decisions

This study examines how Feng Shui quality of residential property, perceived green building features, and age group are associated with homebuyers’ purchase intention in Taiwan. Drawing on the literature on Feng Shui culture, green building features, and residential purchase decision-making, this study conceptualizes Feng Shui quality and green building features as two residential attributes that may influence homebuyers’ purchase intention. A structured online questionnaire survey was conducted between February and March 2025, yielding 584 valid responses from potential homebuyers in Taiwan. The data were analyzed using reliability analysis, correlation analysis, confirmatory factor analysis, and PROCESS Model 15 moderated mediation analysis. The results show that Feng Shui quality had a significant positive effect on perceived green building features and purchase intention. Perceived green building features were positively associated with purchase intention in most age groups, but the effect was not significant in the reference age group. The conditional indirect effects further indicated that perceived green building features mediated the relationship between Feng Shui quality and purchase intention in some age groups, but not in all groups. However, age group did not significantly moderate the relationship between Feng Shui quality and purchase intention or the relationship between perceived green building features and purchase intention. The indices of moderated mediation were also not significant. These findings suggest that Feng Shui quality may be associated with both green building perceptions and purchase intention, while green building features may serve as a partial explanatory mechanism in some age groups. The study contributes to residential purchase decision research by examining traditional Feng Shui culture and modern green building features within the same empirical framework, while acknowledging the limitations of self-reported, cross-sectional survey data.