Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials
The aim of this research is to find customer intentions towards using green and sustainable building materials (STAGBM) in Bangalore, India, residential buildings. Combining an extra concept, ‘attitude’, taken from the Theory of Reasoned Action (TRA), with an enlarged Motivation-Opportunity-Ability...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | International Journal of Sustainable Engineering |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/19397038.2025.2507915 |
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| author | Rajendra Puttamanjaiah Mohanasundaram Thangamuthu |
| author_facet | Rajendra Puttamanjaiah Mohanasundaram Thangamuthu |
| author_sort | Rajendra Puttamanjaiah |
| collection | DOAJ |
| description | The aim of this research is to find customer intentions towards using green and sustainable building materials (STAGBM) in Bangalore, India, residential buildings. Combining an extra concept, ‘attitude’, taken from the Theory of Reasoned Action (TRA), with an enlarged Motivation-Opportunity-Ability (MOA) framework helps to grasp customer motivation in the adoption process. The study utilised a structured online survey to reach potential consumers of STAGBM who are involved in residential construction. The study analysed responses from 203 participants using Partial Least Squares Structural Equation Modelling (PLS-SEM), validating measurement and structural models via confirmatory factor analysis, discriminant validity, and path analysis. The results confirmed motivation (p < 0.001) as a significant mediator between both attitude and ability and the intention to adopt STAGBM. However, the insignificant effect of opportunity on motivation highlights contextual constraints in Bangalore’s emerging sustainable building materials market. These findings highlight that targeted awareness, financial incentives, and market development can enhance consumer ability and eco-conscious attitudes, underscoring the need for policy interventions like subsidies and education to overcome adoption barriers. The study extends the MOA framework by integrating attitude and uniquely positioning motivation as a mediator, providing deeper insights into sustainable engineering practices in rapidly urbanising regions. |
| format | Article |
| id | doaj-art-a88ca93e3aff4354869e632f8840e313 |
| institution | OA Journals |
| issn | 1939-7038 1939-7046 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | International Journal of Sustainable Engineering |
| spelling | doaj-art-a88ca93e3aff4354869e632f8840e3132025-08-20T01:54:20ZengTaylor & Francis GroupInternational Journal of Sustainable Engineering1939-70381939-70462025-12-0118110.1080/19397038.2025.2507915Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building MaterialsRajendra Puttamanjaiah0Mohanasundaram Thangamuthu1Department of Management Studies, Ramaiah Institute of Technology (Affiliated to VTU, Belgavi), Bangalore, IndiaDepartment of Management Studies, Ramaiah Institute of Technology (Affiliated to VTU, Belgavi), Bangalore, IndiaThe aim of this research is to find customer intentions towards using green and sustainable building materials (STAGBM) in Bangalore, India, residential buildings. Combining an extra concept, ‘attitude’, taken from the Theory of Reasoned Action (TRA), with an enlarged Motivation-Opportunity-Ability (MOA) framework helps to grasp customer motivation in the adoption process. The study utilised a structured online survey to reach potential consumers of STAGBM who are involved in residential construction. The study analysed responses from 203 participants using Partial Least Squares Structural Equation Modelling (PLS-SEM), validating measurement and structural models via confirmatory factor analysis, discriminant validity, and path analysis. The results confirmed motivation (p < 0.001) as a significant mediator between both attitude and ability and the intention to adopt STAGBM. However, the insignificant effect of opportunity on motivation highlights contextual constraints in Bangalore’s emerging sustainable building materials market. These findings highlight that targeted awareness, financial incentives, and market development can enhance consumer ability and eco-conscious attitudes, underscoring the need for policy interventions like subsidies and education to overcome adoption barriers. The study extends the MOA framework by integrating attitude and uniquely positioning motivation as a mediator, providing deeper insights into sustainable engineering practices in rapidly urbanising regions.https://www.tandfonline.com/doi/10.1080/19397038.2025.2507915Motivation opportunity ability (MOA)sustainable and green building materialsconsumer intentionBangalore urban developmentsustainable engineering |
| spellingShingle | Rajendra Puttamanjaiah Mohanasundaram Thangamuthu Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials International Journal of Sustainable Engineering Motivation opportunity ability (MOA) sustainable and green building materials consumer intention Bangalore urban development sustainable engineering |
| title | Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials |
| title_full | Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials |
| title_fullStr | Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials |
| title_full_unstemmed | Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials |
| title_short | Advancing Sustainable Engineering Practices: An Extension of MOA Theory on Consumer Intentions to Adopt Sustainable and Green Building Materials |
| title_sort | advancing sustainable engineering practices an extension of moa theory on consumer intentions to adopt sustainable and green building materials |
| topic | Motivation opportunity ability (MOA) sustainable and green building materials consumer intention Bangalore urban development sustainable engineering |
| url | https://www.tandfonline.com/doi/10.1080/19397038.2025.2507915 |
| work_keys_str_mv | AT rajendraputtamanjaiah advancingsustainableengineeringpracticesanextensionofmoatheoryonconsumerintentionstoadoptsustainableandgreenbuildingmaterials AT mohanasundaramthangamuthu advancingsustainableengineeringpracticesanextensionofmoatheoryonconsumerintentionstoadoptsustainableandgreenbuildingmaterials |