Prof. Swamy Perumandla’s co-authored research paper entitled ‘Beyond Blueprints: Unveiling Sustainable Housing Ambitions- A TAM and EMGB Fusion among Paraprofessionals in Urban Construction Landscape’ has been published in the Emerald Insight Engineering, Construction and Architectural Management journal. His co-author is Prof. R. Sharmila Devi, Faculty of Management, SRM Institute of Science and Technology (Deemed to be University) - Ramapuram Campus, Ramapuram, India.
This research explores different factors influencing the investment intentions of potential home buyers among paraprofessionals in sustainable housing within urban construction. By combining the technology acceptance model (TAM) and the extended model of goal-directed behavior (EMGB), this research seeks to understand how technological perceptions, personal motivations, and behavioral intentions intersect to shape such investment decisions. It found that perceived usefulness and ease of use significantly enhance attitudes toward sustainable homes. At the same time, subjective norms have a minimal effect on such investments in India, emphasizing personal rather than societal influences. It also introduces financial self-efficacy, hedonic motivation, and anticipated regret as novel variables within these frameworks, highlighting the significant role of location in sustainable housing decisions. This approach offers new insights into the psychological and socioeconomic factors driving sustainable housing investments in developing countries.