INTENDING TO OWN AT ALL COSTS: PSYCHOSOCIAL FACTORS INFLUENCING HOMEOWNERSHIP INTENTIONS DESPITE FINANCIAL RISKS

Abstract

Grounded in the Theory of Planned Behaviour (TPB), this study examines whether homeownership intention – driven by consumption needs rather than investment motives – encourages individuals to overlook financial risks in pursuit of immediate housing benefits. Using quota sampling, data were collected from 420 non-homeowners and analysed with partial least squares structural equation modelling. The findings show that attitudes, perceived homeownership control, subjective norms, financial risk perceptions, and household debt significantly affect homeownership intention, whereas credit access does not. Moreover, neither credit access nor household debt moderates the relationship between financial risk perceptions and homeownership intentions. Nevertheless, financial strain emerges as a hidden pressure that undermines the psychosocial drivers of homeownership intentions. These results extend the TPB by integrating behavioural-finance insights, revealing that homeownership intentions are shaped not only by attitudes, norms, and perceived control but also by financial anxiety. For policymakers, the implications are evident: strengthening self-efficacy, social support, and financial literacy may prove more effective and sustainable than merely expanding credit access in enabling vulnerable households to achieve their first step on the property ladder.