Advancing The Green And Sustainable Construction Industry: A Framework For Enhancing Green Building Adoption In India

Abstract—Green building (GB) is widely acknowledged globally as an effective solution to mitigate the negative environmental impacts of construction activities. Developed nations consider it the most effective method for addressing environmental concerns and have put in place regulations, policies, and frameworks to encourage the incorporation of green building principles into their construction sectors. In contrast, evidence suggests that the adoption of GB in developing countries like India is advancing slowly, primarily due to the absence of corresponding regulatory frameworks. To address this gap, the study undertakes a thorough literature review to explore theoretical applications of the theory of planned behavior in understanding the implementation of GB. By integrating the Theory of Planned Behavior with other frameworks, a tailored conceptual framework for the adoption of green building concepts (GBC) within the Indian construction industry has been developed. A testable framework has been introduced to examines the factors that consumers perceive as important attributes while purchasing a green home. The results identify the dimensions such as environmental cautiousness, promotion, and perceived risk, along with attitude, subjective norm and perceived behaviour control for consumers' intentions to buy green homes.The developed conceptual framework provides the foundation for a comprehensive strategy to promote the adoption of green building concepts within the Indian construction industry.