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This study aims to develop an improved understanding of the formation of citizens' purchase intention to increase the adoption of prefabricated housing (PH).

An integrative model of the theory of planned behavior (TPB) and norm activation model (NAM) was proposed based on previous studies. To verify the conceptual model, an analysis was conducted after data collection from a questionnaire survey. Lastly, findings were presented by explaining the formation of purchase intention in the egoistic and altruistic contexts. Practical implications were likewise discussed.

Findings manifest that citizens' purchase intention is influenced by egoistic and altruistic cognitions. An effective strategy is to show citizens the pro-environmental features of PH to promote its adoption because they value the environmental performance of housing. Meanwhile, consumers' social fitness also plays an essential role in decision-making, and the dual contradiction in the PH market is revealed.

This study extends the knowledge of psychological decision-making theories in the field of purchase intention toward PH by proposing an integrative framework of TPB and NAM. Results indicate a systematic and comprehensive understanding of consumers' decision-making in the PH domain. Moreover, results of this research contribute to specifying and refining the applicable contexts of TPB and NAM by adding two antecedents: subjective knowledge and environmental concern. This research contributes to the literature by being one of the first to investigate purchase intention toward a high-cost product with invisible technological innovation.

This study explores citizens’ acceptance of prefabricated housing (PH) from the perspective of socio-demographic and psychological factors, aiming to reveal the formation of PH acceptance and realize a sustainable development of PH.

This study proposed hypotheses drawing on procedural justice theory and uncertainty management theory. A survey of 245 respondents was conducted, and the collected data was analyzed in a stepwise multiple regression model. Then, the psychological influencing mechanism was demonstrated using a mediation model.

Results of the data analysis manifested that citizens’ acceptance of PH was influenced by socio-demographic and psychological factors, where psychological factors had more significant effects on acceptance than socio-demographic factors. The psychological mechanism was examined by verifying the mediating role of uncertainty between procedural justice and the acceptance of PH. Furthermore, a scientific strategy for developing PH was proposed based on this empirical study.

This study extends the knowledge of procedural justice theory by investigating people’s acceptance in the PH context. This study is also one of the first studies to unveil the psychological mechanism toward a high-cost product with invisible technological innovation. This study contributes to the literature by introducing uncertainty management theory to a controversial issue, examining and expanding its application in a complicated context. Moreover, results highlight the positive influence of fair processes on controversial issues.