The impact of feng shui on property choices among Malaysian gen z

Tan, Zhi Xuan (2026) The impact of feng shui on property choices among Malaysian gen z. Final Year Project, UTAR.

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Abstract

The growing influence of cultural beliefs in property decision-making has highlighted the relevance of Feng Shui in the modern housing market, particularly among Generation Z (Gen Z). Even though Gen Z is digitally driven and pragmatic, they may still be influenced by traditional beliefs when making housing decisions. However, there remains a limited understanding of how Feng Shui beliefs affect Gen Z housing purchase intention in the Malaysian context. This creates a research gap in explaining the role of cultural and psychological factors in shaping their decision-making behaviour. Therefore, this study aims to identify the factors influencing Feng Shui belief among Gen Z housing purchase intention and to determine the most significant factors affecting their decisions. This study adopted the Theory of Planned Behaviour as the underlying framework, which focuses on attitude, subjective norm, and perceived behavioural control. A quantitative research method was employed, where the data were collected through a structured questionnaire distributed to 100 Gen Z respondents who live in Klang Valley. The collected data were analysed by using the Statistical Package for the Social Sciences (SPSS). Descriptive analysis was conducted to summarise respondent profiles and key variables. The Spearman’s correlation analysis was used to examine the relationships between the independent variables and housing purchase intention. The findings indicate that all three factors, which include attitude, subjective norm, and perceived behavioural control, have a significant relationship with housing purchase intention by the Spearman’s Correlation Test. In these factors, the subjective norm, particularly social media, is the most significant factor that affects Gen Z housing purchase intention. In conclusion, this study contributes to addressing the knowledge gap by providing empirical insights into the influence of Feng Shui beliefs on Gen Z housing purchase intention. This study also offers valuable implications for developers and property agents in aligning their strategies with evolving consumer behaviour. Keywords: Feng Shui; Gen Z; housing purchase intention; Theory of Planned Behaviour; consumer behaviour

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