Designing a model of psychological components affecting the intention to purchase renovated houses: a qualitative study in housing cooperatives

Abstract Context and purpose. In recent decades, architects have faced serious challenges in the field of housing renovation. They are looking for activities that, in addition to saving energy and less damage to the environment, can have positive effects on customers psychologically, in order to encourage them to buy, and provide a sense of peace from the building environment that has been renovated. Therefore, studying and understanding the relationship between human psychological dimensions and the intention to buy renovated houses becomes especially important. In this study, a general model explaining the effects of these factors on the decision to purchase renovated buildings has been devetoped. Methodology/approach. In this research, a qualitative approach was used in the form of Grounded Theory. Data were collected through semi-structured interviews. Findings and conclusions. The findings indicate that four main components including perception, motivation, learning, and attitude are emitted from the main phenomenon (the effects of psychological (architectural) factors on the decision to purchase renovated buildings). It should be noted that the mentioned components explain the intention to buy renovated houses. Originality. By modeling and explaining the relationship between the two categories of psychological components and purchase intention, this study provides a platform for construction companies to renovate and supply houses more effectively based on the preferences of the Iranian society.