Prioritisation of attributes in affordable housing purchase decision in Malaysia

Ong, Wan Sim (2026) Prioritisation of attributes in affordable housing purchase decision in Malaysia. Master dissertation/thesis, UTAR.

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Abstract

Affordable housing remains a key policy issue in Malaysia as rising living costs and income limitations continue to restrict homeownership. Although more affordable units are being developed, demand is uneven, indicating a gap between what is offered and what buyers actually value. This study examines the factors influencing intention to purchase affordable homes by combining housing attribute theory, perceived value, and the Theory of Planned Behaviour (TPB). A quantitative survey of 150 respondents from selected urban and suburban locations was used to evaluate the roles of perceived value, attitude, perceived behavioural control (PBC), and housing attributes. Descriptive analysis, reliability tests, normality checks, and Spearman’s correlation were applied. All four constructs showed significant relationships with purchase intention, with perceived value and housing attributes emerging as the strongest contributors. Respondents viewed affordability beyond price, placing greater emphasis on liveability elements such as location, safety, neighbourhood quality, transport connectivity, and practical design—aligning with national observations from DOSM, BNM, and REHDA. Overall, affordable housing decisions are shaped by buyers’ psychological evaluations, practical housing features, and their perceived ability to handle financial and procedural requirements. These insights show that true affordability goes beyond pricing and must emphasise quality, accessibility, and long-term liveability, offering practical direction for policymakers, developers, and planners. This study contributes to the literature by presenting an integrated behavioural perspective on Malaysia’s affordable housing market, providing evidence to support more people-centred and sustainable housing policies and development strategies. Keywords: affordable housing, Theory of Planned Behaviour (TPB), attitude, perceived value, perceived behavioural control (PBC)

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