Exploring the Consumer Acceptance of Circular Housing from the Perspective of SOR Theory

The reconstruction of residences has led to an increase in the use of single-use materials in the construction industry. In the context of the circular economy, with the implementation of circular housing from a cradle-to-cradle perspective, the field of housing construction is changing rapidly. Innovation and sharing improve the consumer experience and increase consumers’ purchase intention. This research integrates design attributes, sharing attributes, perceived value, and affective value to study the impact of circular housing on acceptance and identification. The framework of SOR theory framework is used to analyze the predictive factors of consumer intention. The results emphasize that emotional responses in terms of affective value, perceived value, and social equity are the most prominent. This research also utilizes the KJ method. The research methods include a literature review, field observations, expert interviews, questionnaire surveys, and triangulation validation. Moreover, this research uses PLS-SEM to analyze the data of 568 participants. The structural analysis shows that consumers’ acceptance and identification of circular housing are strongly influenced by social equity. A total of 16 out of 17 hypotheses are established, with eight partial mediating effects, including the mediating role of social equity. Perceived value is found to affect consumers’ cognition and attitudes Perceived value and design attributes, as well as these factors combined, influence consumer acceptance and identification. This research provides strategies to enhance the design of circular housing and promote its development. This research explores the relationship between consumers’ acceptance and identification of circular design and the development of circular housing. It first establishes a structural model based on the SOR theory. Adding the mental map of interview results to the model, the results of this research analyzes the design attribute value, and the SEM-PLS analysis influences highlights the identification and acceptance of circular housing.