Understanding the Intention and Behavior of Renting Houses among the Young Generation: Evidence from Jinan, China

Abstract

In the last decade, the rapid growth of China’s economy and population has generated a large demand for housing. Increasingly high prices have become the main obstacle for homeownership, especially for the young generation. In this study, we investigate the determinants of rental housing among the young generation in Chinese cities. A theoretical model and hypotheses were proposed by extending the theory of planned behavior (TPB). An empirical analysis was conducted via the structural equation model validation to reveal the following conclusions. (1) Attitude towards behavior (perceived usefulness and perceived usability) are the most important factors influencing renting behavior. (2) Mandatory policies and regulatory pressures promote renting behavior. (3) The government’s economic incentives have a significant impact on perceptual behavior control and indirectly affect behavioral intentions through perceptual behavior control. Based on the above conclusions, this study proposed recommendations for the government and businesses. This study contributed to existing theory and practice by providing useful insights into the influences on the young generation’s renting intentions. Furthermore, these findings provide the government with implications for facilitating the sustainability of the housing market.