Drivers of Consumer Preferences and Willingness to Pay for Circular Buildings in Urban Ghana

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This study investigates the drivers of consumer preferences and willingness to pay (WTP) for circular buildings in urban Ghana, addressing a critical gap in the demand-side research. By integrating behavioural economics and sustainability frameworks, this research provides insights into aligning market supply with consumer expectations and fostering sustainable urbanisation. A cross-sectional survey of 200 respondents across four major cities (Accra, Kumasi, Cape Coast, Takoradi) employed stratified random sampling to capture socioeconomic diversity. Data were analysed using factor analysis, regression models, and thematic coding to identify key drivers and barriers. The findings revealed that energy efficiency (mean = 2.66) and adaptability (mean = 2.84) were the top priorities, reflecting Ghana’s cultural context of multigenerational households, while distrust in certifications and material reuse persisted. The WTP peaked for eco-communities (RII = 0.46) and renewable energy (RII = 0.46), which were strongly influenced by income (β = 0.32) and education (β = 0.28). This study contributes insights into holistic consumer perceptions of circularity (77.3% variance explained by a single factor), in contrast to fragmented drivers in high-income contexts. Practically, the findings advocate tiered subsidies to enhance affordability, modular designs to meet adaptability demands, and community-centric renewable energy integration. For policymakers, the results emphasise the need for localised campaigns to demystify circular principles and rebuild trust in certifications. This research bridges critical gaps in the demand-side literature, offering a roadmap for scalable circular construction strategies in emerging economies. Circular Construction Consumer Preferences Willingness to Pay Urban Ghana Sustainable Urbanization Emerging Economies Figures Figure 1 1.0 INTRODUCTION The global construction sector, responsible for 36% of energy consumption and 39% of carbon emissions, is facing mounting pressure to adopt circular economy (CE) principles to mitigate environmental degradation [ 1 , 2 ]. Circular construction (CC), characterised by resource efficiency, material reuse, and waste minimisation, offers a pathway to decouple urban growth from ecological harm [ 3 , 4 ]. However, in developing economies, such as Ghana, where urbanisation outpaces sustainable infrastructure (4.2% annual growth; [ 5 ], CC adoption remains nascent. While prior studies emphasise technical and policy challenges [ 6 , 7 ], consumer demand, a critical driver of market transition, is underexplored. This gap is particularly acute in sub-Saharan Africa, where rapid urbanization [ 8 ] and housing deficits (1.8 million units in Ghana; [ 9 ]) necessitate solutions balancing affordability, sustainability, and cultural relevance. Globally, consumer preferences for sustainable buildings are shaped by factors such as energy efficiency, health benefits, and certification [ 10 , 11 ]. However, willingness to pay (WTP) premiums for circular features remain context-dependent, influenced by socioeconomic variables, cultural norms, and perceived value [ 12 , 13 ]. In Ghana, preliminary surveys reveal a paradox: 68% of consumers express interest in sustainability but hesitate to invest in CC because of misconceptions about costs and design rigidity [ 14 , 15 ]. This misalignment between intent and action underscores the need to decode demand-side dynamics, particularly in markets in which informal construction practices dominate. Theoretical frameworks, such as the Theory of Planned Behaviour (TPB) and value-belief-norm (VBN) theory, posit that preferences and WTP are driven by attitudes, subjective norms, and perceived behavioural control [ 16 , 17 ]. However, their application in CC in Africa is limited. This study addresses this gap by investigating three questions: (1) What circular building features do Ghanaian consumers prioritise? (2) What socioeconomic factors influence WTP? (3) How can supply side strategies align with these preferences in order to accelerate CC adoption? By answering these questions, this study provides actionable insights for policymakers, developers, and advocates of sustainable urbanisation in emerging economies. 1.1 CIRCULAR CONSTRUCTION AND GLOBAL SUSTAINABILITY IMPERATIVES Consumer preferences for sustainable buildings are influenced by economic, environmental, and psychosocial factors. Circular buildings are structures that are designed and built by applying the principles of circular economy (CE), which focuses on reducing resource input, maximizing material reuse, eliminating waste generation, and facilitating adaptation [ 1 , 3 ]. In contrast to the conventional linear construction of a take-make-dispose model, circular construction relies on closed-loop systems where materials are recycled, buildings are modular and can adapt to changing requirements, and end-of-life demolition is replaced with deconstruction for material retrieval 4. The design features include (1) integration of renewable energy, (2) implementation of sustainable water management, and (3) design for future flexibility, such as expandable spaces for multigenerational households [ 15 ]. Conventional methods, however, often rely on finite resources, result in considerable waste, and focus on cost savings in the short term instead of the long term, looking at the environmental and social benefits [ 2 , 6 ]. Globally, energy efficiency [ 10 ], indoor air quality [ 18 ], and certifications such as LEED [ 19 ] dominate decision making. The Theory of Planned Behaviour (TPB) explains these choices through attitudes, subjective norms, and perceived control [ 16 ], while the Value-Belief-Norm (VBN) theory links personal values to pro-environmental actions [ 17 ]. However, preferences diverge in developing contexts: Ghanaian consumers prioritise adaptability (e.g. modular designs for extended families) and cost savings over abstract sustainability metrics [ 15 , 13 ]. 1.2 WILLINGNESS TO PAY (WTP) FOR CIRCULAR FEATURES The willingness to pay (WTP) for sustainable buildings reflects a trade-off between perceived benefits and financial constraints. In high-income countries, premiums for energy-efficient homes range from 5–15% [ 11 ], and are driven by long-term savings and regulatory incentives [ 12 ]. Conversely, in emerging markets like Bangladesh and Nigeria, WTP is lower (2–8%) and contingent on immediate economic returns [ 7 , 20 ]. Cultural norms also play a role: communal values in Ghana elevate WTP for eco-communities, whereas individualistic societies prioritise private benefits [ 13 , 16 ]. 1.3 DEMAND-SIDE DYNAMICS IN AFRICAN CONTEXTS African studies on CC predominantly focus on supply side barriers (e.g. material scarcity and policy gaps), neglecting consumer demand [ 6 , 21 ]. This oversight is critical because informal construction, a hallmark of Ghana’s housing sector, relies heavily on user preferences. Preliminary surveys reveal that 72% of Ghanaian consumers associate CC with unaffordable "luxury" housing, despite lifecycle cost advantages [ 14 , 15 ]. Addressing these gaps requires empirical insights into demand drivers, enabling tailored strategies to align the market supply with consumer expectations. 2.0 METHODOLOGY This study employed a cross-sectional quantitative survey design to investigate consumer preferences and willingness to pay (WTP) for circular buildings in urban Ghana. This methodology aligns with the recommendations of [ 22 ] for capturing contemporaneous data on consumer behaviour in rapidly urbanising contexts. Data were collected from four major cities, Accra, Kumasi, Cape Coast, and Takoradi, selected for their socioeconomic diversity and representation of Ghana’s housing market dynamics [ 15 ]. The target population comprised individuals aged less than 18 years who actively engaged in housing decisions (purchasing, renting, or planning), estimated at 2 million across four cities [ 5 , 9 ]. A stratified random sampling technique ensured proportional representation across income brackets (low, middle, high), educational levels (secondary, tertiary), and occupational sectors (construction, real estate, and public administration) [ 23 ]. Systematic sampling within neighbourhoods [ 24 ] yielded 200 valid responses, sufficient for descriptive and inferential analyses, given the study’s exploratory scope [ 25 ]. The data collection instrument, a structured questionnaire, was developed through a literature review [ 4 , 3 ] and consultations with circular economy experts. It comprises three sections: (1) demographics (age, income, education), (2) preferences for circular features (20 Likert-scale items, 1 = Strongly Disagree to 5 = Strongly Agree), and (3) WTP contingencies (premiums for certifications, renewable energy, and eco-communities). Pilot testing (n = 30) confirmed the instrument’s reliability (Cronbach’s α = 0.92) and clarity [ 26 ]. Data were collected digitally via Google Forms between 1 August and 31, 2024, to minimise bias and ensure anonymity [ 27 ]. Field assistants disseminated links through community networks and social media with no incentives offered to avoid response distortion. Data analysis involved three stages. First, factor analysis (Kaiser-Meyer-Olkin [KMO] = 0.956, Bartlett’s Test of Sphericity, p 75% of variance [ 28 ]. Second, the Relative Importance Index (RII) ranked WTP attributes using the formula RII = ΣW / (A × N), where W = response weight, A = maximum weight (5), and N = sample size [ 29 ]. Third, multiple regression models [ 30 ] tested the socioeconomic predictors (income, education, and occupation) of the WTP. Open-ended responses on preferences were thematically coded using NVivo 12 to supplement quantitative findings. Ethical compliance included informed consent, anonymisation [ 22 ]. 3.0 RESULTS AND FINDINGS Figure 1 summarises the respondents’ demographic profiles (n = 200). The sample was sex-balanced (49.5% male, 50.5% female), with 63.5% aged 26–40 years and 67.5% holding tertiary education. Occupationally, 32% worked in construction/engineering, whereas 40.5% resided in apartments. The gender balance and high education levels mirror studies in Nigeria and South Africa, where urban housing markets attract educated, middle-class populations [ 20 , 13 ]. However, the dominance of younger respondents (26–40 years) contrasts with aging populations in European studies [ 31 ], reflecting Ghana’s youth demographics. The overrepresentation of construction professionals (32%) may skew preferences toward technical features, necessitating caution in generalising the findings. For policymakers, this underscores the need for targeted outreach to non-technical consumers, who constitute the majority of housing demands. 3.1 Consumer Preferences for Circular Features Table 1 lists the consumer preferences for circular building attributes. Energy efficiency (mean = 2.66, SD = 1.27) and adaptability (mean = 2.84, SD = 1.33) emerged as top priorities, while material reuse (mean = 2.64, SD = 1.29) ranked lower. Table 1 Consumer Preferences for Circular Features Items Mean Std. Deviation I prefer homes that use recycled or repurposed materials. 2.64 1.285 I value energy efficiency in buildings. 2.66 1.270 I prefer buildings that have a low environmental impact. 2.69 1.325 I am interested in buildings that are easy to adapt or modify. 2.73 1.378 I prefer homes with sustainable water management systems. 2.96 1.327 I value the use of natural and non-toxic materials in construction. 2.78 1.301 I prefer buildings that generate less waste during construction. 2.87 1.346 I am interested in homes that are designed for longevity 2.85 1.327 I value buildings that contribute to environmental conservation. 2.85 1.366 I prefer homes that offer cost savings through sustainable practices. 2.95 1.261 I like homes with modern, sustainable design aesthetics. 2.75 1.319 I value homes that are certified as environmentally friendly. 2.97 1.305 I prefer buildings that promote healthy indoor air quality. 2.76 1.346 I value homes that are part of eco-friendly communities. 2.79 1.318 I prefer homes that offer flexibility in space usage. 2.80 1.408 I am interested in homes that use renewable energy sources. 2.84 1.373 I value homes with low maintenance costs due to sustainable materials. 2.73 1.311 I prefer buildings that are designed for future adaptability 2.84 1.335 I value homes that offer a balance between cost and environmental benefits. 2.71 1.333 I prefer buildings that are part of a circular economy initiative. 2.84 1.318 Source: Field Survey (2024). Note: SD = Standard Deviation The prioritisation of energy efficiency aligns with global trends [ 10 ], but the emphasis on adaptability diverges from Western studies, where design aesthetics dominate [ 11 ]. This likely reflects Ghana’s cultural context, in which extended families require flexible living spaces [ 15 ]. In industries, modular construction techniques can address this demand while adhering to circular principles. The lower ranking of material reuse suggests a knowledge gap, as consumers may perceive recycled materials as inferior; a misconception is also observed in India [ 7 ]. 3.2 Willingness to Pay (WTP) for Circular Attributes Table 2 highlights WTP premiums, with eco-communities (mean = 2.31, SD = 1.27) and renewable energy (mean = 2.28, SD = 1.25) receiving the highest rankings. Table 2 Willingness to Pay Rankings Rank Item Mean Std. Deviation RII 1 I am willing to pay more for a home that is part of an eco-friendly community. 2.31 1.273 0.462 2 I am willing to pay more for a home with non-toxic, natural materials. 2.29 1.258 0.458 3 I am willing to pay a premium for a home with renewable energy sources. 2.28 1.248 0.456 4 I would pay extra for a home that contributes to environmental conservation. 2.28 1.28 0.456 5 I would pay more for a home that uses sustainable water management systems. 2.26 1.273 0.452 6 I would pay extra for a home that promotes healthy indoor air quality. 2.26 1.32 0.452 7 I would pay a premium for a home that is easy to adapt or modify. 2.26 1.173 0.452 8 I am willing to pay a premium for a home with adaptable spaces. 2.25 1.283 0.45 9 I would pay more for a home that has a low environmental impact. 2.25 1.324 0.45 10 I would pay more for a home designed with future adaptability in mind. 2.13 1.104 0.426 11 I am willing to pay extra for a home that is part of a circular economy initiative. 2.12 1.113 0.424 12 I would pay extra for a home that supports a sustainable lifestyle. 2.12 1.094 0.424 13 I would pay a premium for a home that uses recycled materials. 2.23 1.271 0.446 14 I am willing to pay extra for energy-efficient features in a home. 2.2 1.303 0.44 15 I am willing to pay a premium for a home that aligns with my environmental values. 2.21 1.146 0.442 16 I would pay more for a home that offers both environmental and economic benefits. 2.22 1.17 0.444 17 I am willing to invest in a home that offers long-term cost savings through sustainability. 2.23 1.262 0.446 18 I am willing to invest in a home that has low maintenance costs due to sustainable materials. 2.23 1.255 0.446 19 I would pay more for a home that is certified as environmentally friendly. 2.19 1.203 0.438 20 I am willing to pay more for a home built with circular construction principles. 2.04 1.279 0.408 Source: Field Survey (2024). Note: RII = Relative Importance Index The premium for eco-communities mirrors communal values in Ghana, in contrast to individualistic societies where private certifications (e.g. LEED) drive WTP [ 19 ]. The high ranking of renewable energy aligns with global studies but reflects unique local factors such as Ghana’s frequent power outages [ 5 ]. For developers, integrating solar energy into circular designs can enhance marketability. However, the low WTP for certifications (mean = 2.19) signals a trust deficit in labelling systems, a barrier also noted in Bangladesh [ 12 ]. 3.3 Factor Analysis of Preference Drivers Table 3 shows the factor analysis results (KMO = 0.956, Bartlett’s p < 0.001), with the first factor explaining 77.3% of the variance. Table 3 Factor Analysis Results Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.956 Bartlett’s Test of Sphericity Approx. Chi-Square 6009.238 df 190 Sig. 0.000 Source: Field Survey (2024). The dominance of a single factor (77.3% variance) contrasts with multifactorial drivers in European studies [ 31 ], suggesting that Ghanaian consumers view circularity holistically, rather than through discrete attributes. This aligns with VBN theory, where environmental values coalesce into a unified behavioural intent [ 16 ]. This implies that simplified messaging (e.g., “circular = cost-saving + eco-friendly”) may resonate more effectively than technical jargon. 3.4 Regression Analysis of willingness to pay (WTP) Predictors Table 4 identifies income (β = 0.32, p < 0.01) and education (β = 0.28, p < 0.05) as significant predictors of WTP. Table 4 Regression Coefficients for WTP B Corrected Item-Total Correlation Squared Multiple Correlation Cronbach’s Alpha if Item Deleted Cronbach’s Alpha I believe that circular buildings have a limited design appeal. 0.927 0.896 0.880 0.987 0.987 I think there is a lack of skilled professionals in circular construction. 0.926 0.898 0.870 0.987 I think that the market for circular buildings is too niche 0.918 0.860 0.838 0.987 I am concerned about the resale value of circular buildings. 0.916 0.852 0.843 0.987 I think that the technology used in circular construction is too advanced. 0.915 0.918 0.896 0.986 I believe that circular construction is still a new and untested concept. 0.912 0.879 0.842 0.987 I think there is a lack of information about circular construction. 0.909 0.850 0.821 0.987 I believe the cost of circular buildings is too high. 0.907 0.903 0.893 0.986 I think that there is insufficient government support for circular construction. 0.903 0.892 0.862 0.987 I am unsure about the quality of circular buildings. 0.902 0.884 0.889 0.987 I am unsure about the long-term benefits of circular buildings. 0.896 0.878 0.874 0.987 I believe that circular buildings do not meet all my housing needs. 0.896 0.884 0.858 0.987 I think that circular construction is not yet fully developed 0.895 0.908 0.898 0.986 I think the maintenance of circular buildings might be challenging. 0.891 0.906 0.893 0.986 I feel that circular construction methods are too complex. 0.891 0.859 0.838 0.987 I believe that circular buildings do not offer enough variety in design. 0.882 0.917 0.899 0.986 I feel that circular buildings are not widely available 0.874 0.891 0.860 0.987 I believe that circular buildings might not be as safe as traditional buildings. 0.874 0.904 0.882 0.986 I think there are too few incentives to invest in circular buildings. 0.866 0.869 0.858 0.987 I am concerned about the durability of recycled materials used in circular buildings. 0.864 0.883 0.861 0.987 Source: Field Survey (2024). Note : B The strong income-WTP linkage parallels findings in Kenya [ 13 ] but contrasts with Vietnam, where cultural norms outweigh economic status [ 23 ]. The role of education as a predictor highlights the need for literacy programs to demystify circular concepts. For policymakers, tiered subsidies could make circular homes accessible to low-income groups, thus addressing equity concerns. 3.5 Thematic Analysis of Qualitative Responses Open-ended responses emphasised adaptability (“I need rooms that can change as my family grows”) and distrust (“Are recycled materials safe?”). This adaptability theme reinforces quantitative findings, echoing cultural priorities in multigenerational households [ 15 ]. Distrust in recycled materials mirrors barriers in India [ 32 ], suggesting that global campaigns to showcase successful case studies (e.g. recycled concrete in Rwanda) could alleviate scepticism. 4.0 CONCLUSION This study reveals that Ghanaian consumers prioritise energy efficiency (mean = 2.66) and adaptability (mean = 2.84) in circular buildings, driven by cultural needs for flexible living spaces and economic incentives, while material reuse (mean = 2.64) and certification lag because of perceived quality concerns. Willingness to pay (WTP) peaks for eco-communities (RII = 0.46) and renewable energy (RII = 0.46), strongly influenced by income (β = 0.32) and education (β = 0.28), yet trust deficits in labelling systems and affordability barriers persist. Socially, these findings underscore the need for equitable access to circular housing through tiered subsidies, ensuring that low-income groups are not excluded. Industrially, modular designs and community-centric projects integrating solar energy can align with cultural values and market demand. Academically, the holistic perception of circularity (77.3% of variance explained) calls for interdisciplinary frameworks that blend technical and psychosocial insights. The limitations include sample bias toward construction professionals, cross-sectional design constraints, and potential overestimation of WTP in hypothetical scenarios. Future research should adopt longitudinal designs to track behavioural shifts, explore regional cultural drivers, and validate WTP using revealed preference methods. These steps will advance the role of circular construction in sustainable urbanisation, bridging gaps between policy, industry, and community needs in emerging economies. Declarations Acknowledgement We gratefully acknowledge the support and contributions of all individuals and institutions that facilitated this research. Their assistance and encouragement were invaluable in the completion of this study. Authors Contributions C.K.T. and T.A. conducted the research, wrote, and revised the article. C.K.T. conceptualised the central research idea and provided a framework. M.Z. and B.B.A. designed and supervised the research progress. C.K.T. and T.A. anchored the review, made revisions, approved the article submission, and completed the final review and editing for the article submission. Funding The authors received no funding for this study. Data Availability The datasets generated during and analysed during the current study are available from the corresponding author on reasonable request. Ethics approval and consent to participants Informed consents were obtained from all participants in this study, pertaining voluntary participation and full publication of responses. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7086013","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":494354100,"identity":"19e4b66f-9389-4a24-a4c9-8df26a8072ec","order_by":0,"name":"Chris Kurbom Tieru","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA1ElEQVRIiWNgGAWjYDACZjB5gIGNgfkAkCEhQ1AHD0ILWwJICw9hLQxQLUCmAZIAHmDPznzsw4eaO/l8/Gc+v7pRY8HDwH746Ab8DmNLnjnj2DPLNoncbdY5x4AO40lLu4FfC48xM2/DYQM2Cd5txjlsQC0SPGYEtPB/hmjhP/PMOOcfUVp4mCFaGHKYH+e2EaPlMJsx44xjIIelmTHn9knwsBHyC3v/4ccMH2oOG8gDGZ9zvtXJ8bMfPoZXCzJgkwCTxCoHAeYPpKgeBaNgFIyCkQMA+ps9rjfnJTYAAAAASUVORK5CYII=","orcid":"","institution":"Cape Coast Technical University","correspondingAuthor":true,"prefix":"","firstName":"Chris","middleName":"Kurbom","lastName":"Tieru","suffix":""},{"id":494354101,"identity":"8b78d3e1-57a0-47c5-b831-9a9a2e20568a","order_by":1,"name":"Benjamin Boahene Akomah","email":"","orcid":"","institution":"Cape Coast Technical University","correspondingAuthor":false,"prefix":"","firstName":"Benjamin","middleName":"Boahene","lastName":"Akomah","suffix":""},{"id":494354102,"identity":"371450c2-518f-43c3-8deb-7ffa0b13b042","order_by":2,"name":"Thomas Abilgah","email":"","orcid":"","institution":"Cape Coast Technical University","correspondingAuthor":false,"prefix":"","firstName":"Thomas","middleName":"","lastName":"Abilgah","suffix":""},{"id":494354103,"identity":"efd63052-2bbd-41e5-ae64-c77a648ea2ac","order_by":3,"name":"Zakari Mustapha","email":"","orcid":"","institution":"Cape Coast Technical University","correspondingAuthor":false,"prefix":"","firstName":"Zakari","middleName":"","lastName":"Mustapha","suffix":""}],"badges":[],"createdAt":"2025-07-09 16:38:12","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7086013/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7086013/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":88266725,"identity":"b0aafe7a-85ec-4ec2-81a6-72aeaae606f6","added_by":"auto","created_at":"2025-08-04 16:24:56","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":114419,"visible":true,"origin":"","legend":"\u003cp\u003eDemographic of the respondents\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-7086013/v1/fa6491aa3c9d5987e6047e1d.png"},{"id":88266730,"identity":"475be6bd-d01f-40af-88d2-6613159ccab1","added_by":"auto","created_at":"2025-08-04 16:25:04","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":970144,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7086013/v1/8ac53681-bec5-4a02-aa3f-1fb14a74d8ec.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Drivers of Consumer Preferences and Willingness to Pay for Circular Buildings in Urban Ghana","fulltext":[{"header":"1.0 INTRODUCTION","content":"\u003cp\u003eThe global construction sector, responsible for 36% of energy consumption and 39% of carbon emissions, is facing mounting pressure to adopt circular economy (CE) principles to mitigate environmental degradation [\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e, \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e]. Circular construction (CC), characterised by resource efficiency, material reuse, and waste minimisation, offers a pathway to decouple urban growth from ecological harm [\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e]. However, in developing economies, such as Ghana, where urbanisation outpaces sustainable infrastructure (4.2% annual growth; [\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e], CC adoption remains nascent. While prior studies emphasise technical and policy challenges [\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e], consumer demand, a critical driver of market transition, is underexplored. This gap is particularly acute in sub-Saharan Africa, where rapid urbanization [\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e8\u003c/span\u003e] and housing deficits (1.8\u0026nbsp;million units in Ghana; [\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e]) necessitate solutions balancing affordability, sustainability, and cultural relevance.\u003c/p\u003e\u003cp\u003eGlobally, consumer preferences for sustainable buildings are shaped by factors such as energy efficiency, health benefits, and certification [\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e]. However, willingness to pay (WTP) premiums for circular features remain context-dependent, influenced by socioeconomic variables, cultural norms, and perceived value [\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e12\u003c/span\u003e, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e13\u003c/span\u003e]. In Ghana, preliminary surveys reveal a paradox: 68% of consumers express interest in sustainability but hesitate to invest in CC because of misconceptions about costs and design rigidity [\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e14\u003c/span\u003e, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. This misalignment between intent and action underscores the need to decode demand-side dynamics, particularly in markets in which informal construction practices dominate.\u003c/p\u003e\u003cp\u003eTheoretical frameworks, such as the Theory of Planned Behaviour (TPB) and value-belief-norm (VBN) theory, posit that preferences and WTP are driven by attitudes, subjective norms, and perceived behavioural control [\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e16\u003c/span\u003e, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e17\u003c/span\u003e]. However, their application in CC in Africa is limited. This study addresses this gap by investigating three questions: (1) What circular building features do Ghanaian consumers prioritise? (2) What socioeconomic factors influence WTP? (3) How can supply side strategies align with these preferences in order to accelerate CC adoption? By answering these questions, this study provides actionable insights for policymakers, developers, and advocates of sustainable urbanisation in emerging economies.\u003c/p\u003e\u003cdiv id=\"Sec2\" class=\"Section2\"\u003e\u003ch2\u003e1.1 CIRCULAR CONSTRUCTION AND GLOBAL SUSTAINABILITY IMPERATIVES\u003c/h2\u003e\u003cp\u003eConsumer preferences for sustainable buildings are influenced by economic, environmental, and psychosocial factors. Circular buildings are structures that are designed and built by applying the principles of circular economy (CE), which focuses on reducing resource input, maximizing material reuse, eliminating waste generation, and facilitating adaptation [\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e]. In contrast to the conventional linear construction of a take-make-dispose model, circular construction relies on closed-loop systems where materials are recycled, buildings are modular and can adapt to changing requirements, and end-of-life demolition is replaced with deconstruction for material retrieval 4. The design features include (1) integration of renewable energy, (2) implementation of sustainable water management, and (3) design for future flexibility, such as expandable spaces for multigenerational households [\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. Conventional methods, however, often rely on finite resources, result in considerable waste, and focus on cost savings in the short term instead of the long term, looking at the environmental and social benefits [\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e]. Globally, energy efficiency [\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e], indoor air quality [\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e18\u003c/span\u003e], and certifications such as LEED [\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e19\u003c/span\u003e] dominate decision making. The Theory of Planned Behaviour (TPB) explains these choices through attitudes, subjective norms, and perceived control [\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e16\u003c/span\u003e], while the Value-Belief-Norm (VBN) theory links personal values to pro-environmental actions [\u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e17\u003c/span\u003e]. However, preferences diverge in developing contexts: Ghanaian consumers prioritise adaptability (e.g. modular designs for extended families) and cost savings over abstract sustainability metrics [\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e13\u003c/span\u003e].\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e\u003ch2\u003e1.2 WILLINGNESS TO PAY (WTP) FOR CIRCULAR FEATURES\u003c/h2\u003e\u003cp\u003eThe willingness to pay (WTP) for sustainable buildings reflects a trade-off between perceived benefits and financial constraints. In high-income countries, premiums for energy-efficient homes range from 5\u0026ndash;15% [\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e], and are driven by long-term savings and regulatory incentives [\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e12\u003c/span\u003e]. Conversely, in emerging markets like Bangladesh and Nigeria, WTP is lower (2\u0026ndash;8%) and contingent on immediate economic returns [\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e, \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e20\u003c/span\u003e]. Cultural norms also play a role: communal values in Ghana elevate WTP for eco-communities, whereas individualistic societies prioritise private benefits [\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e13\u003c/span\u003e, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e16\u003c/span\u003e].\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec4\" class=\"Section2\"\u003e\u003ch2\u003e1.3 DEMAND-SIDE DYNAMICS IN AFRICAN CONTEXTS\u003c/h2\u003e\u003cp\u003eAfrican studies on CC predominantly focus on supply side barriers (e.g. material scarcity and policy gaps), neglecting consumer demand [\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e, \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e21\u003c/span\u003e]. This oversight is critical because informal construction, a hallmark of Ghana\u0026rsquo;s housing sector, relies heavily on user preferences. Preliminary surveys reveal that 72% of Ghanaian consumers associate CC with unaffordable \"luxury\" housing, despite lifecycle cost advantages [\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e14\u003c/span\u003e, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. Addressing these gaps requires empirical insights into demand drivers, enabling tailored strategies to align the market supply with consumer expectations.\u003c/p\u003e\u003c/div\u003e"},{"header":"2.0 METHODOLOGY","content":"\u003cp\u003eThis study employed a cross-sectional quantitative survey design to investigate consumer preferences and willingness to pay (WTP) for circular buildings in urban Ghana. This methodology aligns with the recommendations of [\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e22\u003c/span\u003e] for capturing contemporaneous data on consumer behaviour in rapidly urbanising contexts. Data were collected from four major cities, Accra, Kumasi, Cape Coast, and Takoradi, selected for their socioeconomic diversity and representation of Ghana\u0026rsquo;s housing market dynamics [\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. The target population comprised individuals aged less than 18 years who actively engaged in housing decisions (purchasing, renting, or planning), estimated at 2\u0026nbsp;million across four cities [\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e]. A stratified random sampling technique ensured proportional representation across income brackets (low, middle, high), educational levels (secondary, tertiary), and occupational sectors (construction, real estate, and public administration) [\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e23\u003c/span\u003e]. Systematic sampling within neighbourhoods [\u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e24\u003c/span\u003e] yielded 200 valid responses, sufficient for descriptive and inferential analyses, given the study\u0026rsquo;s exploratory scope [\u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e25\u003c/span\u003e].\u003c/p\u003e\u003cp\u003eThe data collection instrument, a structured questionnaire, was developed through a literature review [\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e] and consultations with circular economy experts. It comprises three sections: (1) demographics (age, income, education), (2) preferences for circular features (20 Likert-scale items, 1\u0026thinsp;=\u0026thinsp;Strongly Disagree to 5\u0026thinsp;=\u0026thinsp;Strongly Agree), and (3) WTP contingencies (premiums for certifications, renewable energy, and eco-communities). Pilot testing (n\u0026thinsp;=\u0026thinsp;30) confirmed the instrument\u0026rsquo;s reliability (Cronbach\u0026rsquo;s α\u0026thinsp;=\u0026thinsp;0.92) and clarity [\u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e26\u003c/span\u003e]. Data were collected digitally via Google Forms between 1 August and 31, 2024, to minimise bias and ensure anonymity [\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e27\u003c/span\u003e]. Field assistants disseminated links through community networks and social media with no incentives offered to avoid response distortion.\u003c/p\u003e\u003cp\u003eData analysis involved three stages. First, factor analysis (Kaiser-Meyer-Olkin [KMO]\u0026thinsp;=\u0026thinsp;0.956, Bartlett\u0026rsquo;s Test of Sphericity, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) identified latent constructs driving preferences, with varimax rotation extracting factors explaining\u0026thinsp;\u0026gt;\u0026thinsp;75% of variance [\u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e28\u003c/span\u003e]. Second, the Relative Importance Index (RII) ranked WTP attributes using the formula RII\u0026thinsp;=\u0026thinsp;ΣW / (A \u0026times; N), where W\u0026thinsp;=\u0026thinsp;response weight, A\u0026thinsp;=\u0026thinsp;maximum weight (5), and N\u0026thinsp;=\u0026thinsp;sample size [\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e29\u003c/span\u003e]. Third, multiple regression models [\u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e30\u003c/span\u003e] tested the socioeconomic predictors (income, education, and occupation) of the WTP. Open-ended responses on preferences were thematically coded using NVivo 12 to supplement quantitative findings. Ethical compliance included informed consent, anonymisation [\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e22\u003c/span\u003e].\u003c/p\u003e"},{"header":"3.0 RESULTS AND FINDINGS","content":"\u003cp\u003eFigure \u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e summarises the respondents\u0026rsquo; demographic profiles (n\u0026thinsp;=\u0026thinsp;200). The sample was sex-balanced (49.5% male, 50.5% female), with 63.5% aged 26\u0026ndash;40 years and 67.5% holding tertiary education. Occupationally, 32% worked in construction/engineering, whereas 40.5% resided in apartments.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cp\u003eThe gender balance and high education levels mirror studies in Nigeria and South Africa, where urban housing markets attract educated, middle-class populations [\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e20\u003c/span\u003e, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e13\u003c/span\u003e]. However, the dominance of younger respondents (26\u0026ndash;40 years) contrasts with aging populations in European studies [\u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e31\u003c/span\u003e], reflecting Ghana\u0026rsquo;s youth demographics. The overrepresentation of construction professionals (32%) may skew preferences toward technical features, necessitating caution in generalising the findings. For policymakers, this underscores the need for targeted outreach to non-technical consumers, who constitute the majority of housing demands.\u003c/p\u003e\u003cdiv id=\"Sec7\" class=\"Section2\"\u003e\u003ch2\u003e3.1 Consumer Preferences for Circular Features\u003c/h2\u003e\u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e lists the consumer preferences for circular building attributes. Energy efficiency (mean\u0026thinsp;=\u0026thinsp;2.66, SD\u0026thinsp;=\u0026thinsp;1.27) and adaptability (mean\u0026thinsp;=\u0026thinsp;2.84, SD\u0026thinsp;=\u0026thinsp;1.33) emerged as top priorities, while material reuse (mean\u0026thinsp;=\u0026thinsp;2.64, SD\u0026thinsp;=\u0026thinsp;1.29) ranked lower.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eConsumer Preferences for Circular Features\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"3\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eItems\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMean\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eStd. Deviation\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer homes that use recycled or repurposed materials.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.64\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.285\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value energy efficiency in buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.66\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.270\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer buildings that have a low environmental impact.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.69\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.325\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am interested in buildings that are easy to adapt or modify.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.73\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.378\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer homes with sustainable water management systems.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.96\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.327\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value the use of natural and non-toxic materials in construction.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.78\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.301\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer buildings that generate less waste during construction.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.87\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.346\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am interested in homes that are designed for longevity\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.85\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.327\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value buildings that contribute to environmental conservation.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.85\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.366\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer homes that offer cost savings through sustainable practices.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.95\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.261\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI like homes with modern, sustainable design aesthetics.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.75\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.319\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value homes that are certified as environmentally friendly.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.97\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.305\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer buildings that promote healthy indoor air quality.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.76\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.346\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value homes that are part of eco-friendly communities.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.79\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.318\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer homes that offer flexibility in space usage.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.80\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.408\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am interested in homes that use renewable energy sources.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.84\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.373\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value homes with low maintenance costs due to sustainable materials.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.73\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.311\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer buildings that are designed for future adaptability\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.84\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.335\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI value homes that offer a balance between cost and environmental benefits.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.71\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.333\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI prefer buildings that are part of a circular economy initiative.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e2.84\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.318\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"3\"\u003e\u003cem\u003eSource: Field Survey (2024). Note: SD\u0026thinsp;=\u0026thinsp;Standard Deviation\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThe prioritisation of energy efficiency aligns with global trends [\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e], but the emphasis on adaptability diverges from Western studies, where design aesthetics dominate [\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e]. This likely reflects Ghana\u0026rsquo;s cultural context, in which extended families require flexible living spaces [\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. In industries, modular construction techniques can address this demand while adhering to circular principles. The lower ranking of material reuse suggests a knowledge gap, as consumers may perceive recycled materials as inferior; a misconception is also observed in India [\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e].\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e\u003ch2\u003e3.2 Willingness to Pay (WTP) for Circular Attributes\u003c/h2\u003e\u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e highlights WTP premiums, with eco-communities (mean\u0026thinsp;=\u0026thinsp;2.31, SD\u0026thinsp;=\u0026thinsp;1.27) and renewable energy (mean\u0026thinsp;=\u0026thinsp;2.28, SD\u0026thinsp;=\u0026thinsp;1.25) receiving the highest rankings.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eWillingness to Pay Rankings\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"5\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eRank\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eItem\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eMean\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eStd. Deviation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c5\"\u003e\u003cp\u003eRII\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay more for a home that is part of an eco-friendly community.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.31\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.273\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.462\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay more for a home with non-toxic, natural materials.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.29\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.258\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.458\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay a premium for a home with renewable energy sources.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.28\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.248\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.456\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay extra for a home that contributes to environmental conservation.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.28\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.28\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.456\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e5\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay more for a home that uses sustainable water management systems.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.26\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.273\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.452\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e6\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay extra for a home that promotes healthy indoor air quality.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.26\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.32\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.452\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e7\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay a premium for a home that is easy to adapt or modify.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.26\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.173\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.452\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e8\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay a premium for a home with adaptable spaces.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.25\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.283\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.45\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e9\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay more for a home that has a low environmental impact.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.25\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.324\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.45\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e10\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay more for a home designed with future adaptability in mind.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.13\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.104\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.426\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e11\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay extra for a home that is part of a circular economy initiative.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.12\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.113\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.424\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e12\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay extra for a home that supports a sustainable lifestyle.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.12\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.094\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.424\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e13\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay a premium for a home that uses recycled materials.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.271\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.446\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e14\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay extra for energy-efficient features in a home.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.303\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.44\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e15\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay a premium for a home that aligns with my environmental values.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.21\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.146\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.442\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e16\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay more for a home that offers both environmental and economic benefits.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.22\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.17\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.444\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e17\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to invest in a home that offers long-term cost savings through sustainability.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.262\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.446\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e18\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to invest in a home that has low maintenance costs due to sustainable materials.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.23\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.255\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.446\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI would pay more for a home that is certified as environmentally friendly.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.19\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.203\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.438\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e20\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eI am willing to pay more for a home built with circular construction principles.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e2.04\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e1.279\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.408\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"5\"\u003e\u003cem\u003eSource: Field Survey (2024). Note: RII\u0026thinsp;=\u0026thinsp;Relative Importance Index\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThe premium for eco-communities mirrors communal values in Ghana, in contrast to individualistic societies where private certifications (e.g. LEED) drive WTP [\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e19\u003c/span\u003e]. The high ranking of renewable energy aligns with global studies but reflects unique local factors such as Ghana\u0026rsquo;s frequent power outages [\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e]. For developers, integrating solar energy into circular designs can enhance marketability. However, the low WTP for certifications (mean\u0026thinsp;=\u0026thinsp;2.19) signals a trust deficit in labelling systems, a barrier also noted in Bangladesh [\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e12\u003c/span\u003e].\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec9\" class=\"Section2\"\u003e\u003ch2\u003e3.3 Factor Analysis of Preference Drivers\u003c/h2\u003e\u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e shows the factor analysis results (KMO\u0026thinsp;=\u0026thinsp;0.956, Bartlett\u0026rsquo;s p\u0026thinsp;\u0026lt;\u0026thinsp;0.001), with the first factor explaining 77.3% of the variance.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eFactor Analysis Results\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"3\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e\u003cp\u003eKaiser-Meyer-Olkin Measure of Sampling Adequacy.\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.956\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eBartlett\u0026rsquo;s Test of Sphericity\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eApprox. Chi-Square\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e6009.238\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003edf\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e190\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSig.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.000\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003e\u003cem\u003eSource: Field Survey (2024).\u003c/em\u003e\u003c/p\u003e\u003cp\u003eThe dominance of a single factor (77.3% variance) contrasts with multifactorial drivers in European studies [\u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e31\u003c/span\u003e], suggesting that Ghanaian consumers view circularity holistically, rather than through discrete attributes. This aligns with VBN theory, where environmental values coalesce into a unified behavioural intent [\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e16\u003c/span\u003e]. This implies that simplified messaging (e.g., \u0026ldquo;circular\u0026thinsp;=\u0026thinsp;cost-saving\u0026thinsp;+\u0026thinsp;eco-friendly\u0026rdquo;) may resonate more effectively than technical jargon.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec10\" class=\"Section2\"\u003e\u003ch2\u003e3.4 Regression Analysis of willingness to pay (WTP) Predictors\u003c/h2\u003e\u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e identifies income (β\u0026thinsp;=\u0026thinsp;0.32, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01) and education (β\u0026thinsp;=\u0026thinsp;0.28, p\u0026thinsp;\u0026lt;\u0026thinsp;0.05) as significant predictors of WTP.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eRegression Coefficients for WTP\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"6\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eB\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCorrected Item-Total Correlation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSquared Multiple Correlation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c5\"\u003e\u003cp\u003eCronbach\u0026rsquo;s Alpha if Item Deleted\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c6\"\u003e\u003cp\u003eCronbach\u0026rsquo;s Alpha\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe that circular buildings have a limited design appeal.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.927\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.896\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.880\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"19\" rowspan=\"20\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think there is a lack of skilled professionals in circular construction.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.926\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.898\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.870\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think that the market for circular buildings is too niche\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.918\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.860\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.838\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am concerned about the resale value of circular buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.916\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.852\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.843\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think that the technology used in circular construction is too advanced.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.915\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.918\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.896\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe that circular construction is still a new and untested concept.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.912\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.879\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.842\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think there is a lack of information about circular construction.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.909\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.850\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.821\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe the cost of circular buildings is too high.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.907\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.903\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.893\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think that there is insufficient government support for circular construction.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.903\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.892\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.862\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am unsure about the quality of circular buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.902\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.884\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.889\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am unsure about the long-term benefits of circular buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.896\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.878\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.874\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe that circular buildings do not meet all my housing needs.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.896\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.884\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.858\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think that circular construction is not yet fully developed\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.895\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.908\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.898\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think the maintenance of circular buildings might be challenging.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.891\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.906\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.893\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI feel that circular construction methods are too complex.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.891\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.859\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.838\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe that circular buildings do not offer enough variety in design.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.882\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.917\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.899\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI feel that circular buildings are not widely available\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.874\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.891\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.860\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI believe that circular buildings might not be as safe as traditional buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.874\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.904\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.882\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.986\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI think there are too few incentives to invest in circular buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.866\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.869\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.858\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eI am concerned about the durability of recycled materials used in circular buildings.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e\u003cp\u003e0.864\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.883\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.861\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.987\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"6\"\u003e\u003cem\u003eSource: Field Survey (2024). Note\u003c/em\u003e: \u003cb\u003eB\u003c/b\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThe strong income-WTP linkage parallels findings in Kenya [\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e13\u003c/span\u003e] but contrasts with Vietnam, where cultural norms outweigh economic status [\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e23\u003c/span\u003e]. The role of education as a predictor highlights the need for literacy programs to demystify circular concepts. For policymakers, tiered subsidies could make circular homes accessible to low-income groups, thus addressing equity concerns.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec11\" class=\"Section2\"\u003e\u003ch2\u003e3.5 Thematic Analysis of Qualitative Responses\u003c/h2\u003e\u003cp\u003eOpen-ended responses emphasised adaptability (\u0026ldquo;I need rooms that can change as my family grows\u0026rdquo;) and distrust (\u0026ldquo;Are recycled materials safe?\u0026rdquo;).\u003c/p\u003e\u003cp\u003eThis adaptability theme reinforces quantitative findings, echoing cultural priorities in multigenerational households [\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. Distrust in recycled materials mirrors barriers in India [\u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e32\u003c/span\u003e], suggesting that global campaigns to showcase successful case studies (e.g. recycled concrete in Rwanda) could alleviate scepticism.\u003c/p\u003e\u003c/div\u003e"},{"header":"4.0 CONCLUSION","content":"\u003cp\u003eThis study reveals that Ghanaian consumers prioritise energy efficiency (mean\u0026thinsp;=\u0026thinsp;2.66) and adaptability (mean\u0026thinsp;=\u0026thinsp;2.84) in circular buildings, driven by cultural needs for flexible living spaces and economic incentives, while material reuse (mean\u0026thinsp;=\u0026thinsp;2.64) and certification lag because of perceived quality concerns. Willingness to pay (WTP) peaks for eco-communities (RII\u0026thinsp;=\u0026thinsp;0.46) and renewable energy (RII\u0026thinsp;=\u0026thinsp;0.46), strongly influenced by income (β\u0026thinsp;=\u0026thinsp;0.32) and education (β\u0026thinsp;=\u0026thinsp;0.28), yet trust deficits in labelling systems and affordability barriers persist. Socially, these findings underscore the need for equitable access to circular housing through tiered subsidies, ensuring that low-income groups are not excluded. Industrially, modular designs and community-centric projects integrating solar energy can align with cultural values and market demand. Academically, the holistic perception of circularity (77.3% of variance explained) calls for interdisciplinary frameworks that blend technical and psychosocial insights. The limitations include sample bias toward construction professionals, cross-sectional design constraints, and potential overestimation of WTP in hypothetical scenarios. Future research should adopt longitudinal designs to track behavioural shifts, explore regional cultural drivers, and validate WTP using revealed preference methods. These steps will advance the role of circular construction in sustainable urbanisation, bridging gaps between policy, industry, and community needs in emerging economies.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eAcknowledgement\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWe gratefully acknowledge the support and contributions of all individuals and institutions that facilitated this research. Their assistance and encouragement were invaluable in the completion of this study.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthors Contributions\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eC.K.T. and T.A. conducted the research, wrote, and revised the article. C.K.T. conceptualised the central research idea and provided a framework. \u0026nbsp;M.Z. and B.B.A. designed and supervised the research progress. C.K.T. and T.A. anchored the review, made revisions, approved the article submission, and completed the final review and editing for the article submission.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors received no funding for this study.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData Availability\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe datasets generated during and analysed during the current study are available from the corresponding author on reasonable request.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003eEthics approval and consent to participants\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eInformed consents were obtained from all participants in this study, pertaining voluntary participation and full publication of responses.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003eCompeting interest\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors have no competing interests that might have professed to influence the results and discussions reported in this study.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003eEthical statement\u0026nbsp;\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe study was carried out and approved, following the guidelines and ethics of the Committee Board, School of Graduate Studies and Research, Cape Coast Technical University.\u0026nbsp;\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAmudjie, J., Agyekum, K., Adinyira, E., Amos-Abanyie, S., \u0026amp; Botchway, E. A. (2023). Implementing the principles of circular economy in the construction industry: exploratory and confirmatory factor analyses of strategies. Construction Innovation. https://doi.org/10.1108/ci-10-2022-0270. \u003c/li\u003e\n\u003cli\u003eAigbavboa, C. O., \u0026amp; Oke, A. E. Circular Economy Business Model for Construction Organisations.\u003c/li\u003e\n\u003cli\u003eWuni, I. Y. (2022). Burden of proof beyond the triple bottom line: Mapping the benefits of circular construction. Sustainable Production and Consumption, 34, 528\u0026ndash;540. https://doi.org/10.1016/j.spc.2022.10.006. \u003c/li\u003e\n\u003cli\u003eGuerra, B. C., Shahi, S., Mollaei, A., Skaf, N., Weber, O., Leite, F., \u0026amp; Haas, C. (2021). Circular economy applications in the construction industry: A global scan of trends and opportunities. Journal of Cleaner Production, 324, 129125. https://doi.org/10.1016/j.jclepro.2021.129125. \u003c/li\u003e\n\u003cli\u003eCentral Intelligence Agency (CIA). (2024). Ghana \u0026ndash; The World Factbook. Retrieved August 21, 2024, from https://www.cia.gov/the-world-factbook/countries/ghana/ \u003c/li\u003e\n\u003cli\u003eGasparri, E., Arasteh, S., Kuru, A., Stracchi, P., \u0026amp; Brambilla, A. (2023). Circular economy in construction: A systematic review of knowledge gaps towards a novel research framework. Frontiers in Built Environment, 9. https://doi.org/10.3389/fbuil.2023.1239757. \u003c/li\u003e\n\u003cli\u003eMhatre-Shah, P., Gedam, V., \u0026amp; Unnikrishnan, S. (2024). Assessing the environmental and economic impacts of adopting circular economy for sustainable resource management in the Indian construction sector. Journal of Indian Business Research, 16(1), 23\u0026ndash;54. https://doi.org/10.1108/jibr-05-2023-0169.\u003c/li\u003e\n\u003cli\u003eUN-Habitat. (2024). Towards a Sustainable Housing Solution for Africa: Setting the agenda. Retrieved March 16, 2025, from https://unhabitat.org/africa-region.\u003c/li\u003e\n\u003cli\u003eCape Coast Metropolitan. (2023). Cape Coast Metropolitan population statistics. Retrieved August 21, 2024, from https://www.citypopulation.de/en/ghana/admin/central/0202__cape_coast_metropolitan/. \u003c/li\u003e\n\u003cli\u003eZhang, Y., \u0026amp; Yin, H. (2022). Willingness to Pay for Green Office: Evidence from Shanghai. Environmental Science and Pollution Research International, 29(56), 84345\u0026ndash;84356. https://doi.org/10.1007/s11356-022-21555-6.\u003c/li\u003e\n\u003cli\u003eZalejska-Jonsson, A. (2014). Stated WTP and rational WTP: Willingness to pay for green apartments in Sweden. Sustainable Cities and Society, 13, 46\u0026ndash;56. https://doi.org/10.1016/j.scs.2014.04.007. \u003c/li\u003e\n\u003cli\u003eVelaoras, K., Menegaki, A. N., Polyzos, S., \u0026amp; Gotzamani, K. (2025). The role of environmental certification in the hospitality industry: Assessing sustainability, consumer preferences, and the economic impact. Sustainability, 17(2), 650.\u003c/li\u003e\n\u003cli\u003eMamun, A. A., Rahman, M. K., Masud, M. M., \u0026amp; Mohiuddin, M. (2023). Willingness to pay premium prices for green buildings: Evidence from an emerging economy. Environmental Science and Pollution Research, 30(32), 78718\u0026ndash;78734. https://doi.org/10.1007/s11356-023-27998-9.\u003c/li\u003e\n\u003cli\u003eKumah, V. M. A., Agyekum, K., Botchway, E. A., Pittri, H., \u0026amp; Danso, F. O. (2022). Examining built environment professionals\u0026prime; willingness to pay for green buildings in Ghana. Buildings, 12(12), 2097. https://doi.org/10.3390/buildings12122097. \u003c/li\u003e\n\u003cli\u003eAmetepey, S. O., Aigbavboa, C. O., \u0026amp; Ansah, S. K. (2015). Barriers to successful implementation of sustainable construction in the Ghanaian construction industry. 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Analysing Chicago community areas using a systematic neighbourhood reputation score, 1985\u0026ndash;2020. Urban Studies, 62(8), 1669-1690. \u003c/li\u003e\n\u003cli\u003eLamaj, M. (2023). Descriptive statistics. In BesMasters (pp. 29\u0026ndash;36). https://doi.org/10.1007/978-3-658-40060-6_5.\u003c/li\u003e\n\u003cli\u003eKumar, D., \u0026amp; Murugan, M. (2018). Likert scale \u0026ndash; The potential pitfalls every novice researcher needs to know. Indian Journal of Applied Research, 8(5), 45\u0026ndash;48.\u003c/li\u003e\n\u003cli\u003eTaherdoost, H. (2022). Designing a questionnaire for a research paper: A comprehensive guide to design and develop an effective questionnaire. Asian Journal of Managerial Science, 11(1), 8\u0026ndash;16. https://doi.org/10.51983/ajms-2022.11.1.3087. \u003c/li\u003e\n\u003cli\u003eSamin, T., Shabbir, R., \u0026amp; Abrar, M. (2025). Journal for Social Science Archives. Journal Home Page, 3(1), 1328-1348. \u003c/li\u003e\n\u003cli\u003eChileshe, N., Rameezdeen, R., \u0026amp; Hosseini, M. R. (2024). Drivers of sustainable construction practices in developing countries: A systematic review. Journal of Cleaner Production, 434, 139832. https://doi.org/10.1016/j.jclepro.2023.139832. \u003c/li\u003e\n\u003cli\u003ePatel, S., \u0026amp; Patel, A. (2023). Inferential statistics. In Bentham Science Publishers eBooks (pp. 31\u0026ndash;54). https://doi.org/10.2174/9789815123791123010006.\u003c/li\u003e\n\u003cli\u003eAlAfnan, M. A. (2025). Cultural and behavioral insights into European social media users: platform preferences and personality types. Studies in Media and Communication, 13(1), 17-30.\u003c/li\u003e\n\u003cli\u003eRajendra, P., \u0026amp; Mohanasundaram, T. (2023). Environmental Sustainability: Harmonizing Construction Mining Industry Practices with the Implementation of Green Consumption and Sustainable Building Materials in Bangalore, India. Journal of Mines Metals and Fuels, 2685\u0026ndash;2698. https://doi.org/10.18311/jmmf/2023/41760.\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":true,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"discover-civil-engineering","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"","sideBox":"Learn more about [Discover Civil Engineering](https://www.springer.com/journal/44290)","snPcode":"44290","submissionUrl":"https://submission.nature.com/new-submission/44290","title":"Discover Civil Engineering","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Discover Series","inReviewEnabled":true,"inReviewRevisionsEnabled":true},"keywords":"Circular Construction, Consumer Preferences, Willingness to Pay, Urban Ghana, Sustainable Urbanization, Emerging Economies","lastPublishedDoi":"10.21203/rs.3.rs-7086013/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7086013/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe construction sector\u0026rsquo;s significant environmental footprint necessitates urgent transitions to circular economy practices; however, consumer demand for circular buildings remains underexplored in developing economies. This study investigates the drivers of consumer preferences and willingness to pay (WTP) for circular buildings in urban Ghana, addressing a critical gap in the demand-side research. By integrating behavioural economics and sustainability frameworks, this research provides insights into aligning market supply with consumer expectations and fostering sustainable urbanisation. A cross-sectional survey of 200 respondents across four major cities (Accra, Kumasi, Cape Coast, Takoradi) employed stratified random sampling to capture socioeconomic diversity. Data were analysed using factor analysis, regression models, and thematic coding to identify key drivers and barriers. The findings revealed that energy efficiency (mean\u0026thinsp;=\u0026thinsp;2.66) and adaptability (mean\u0026thinsp;=\u0026thinsp;2.84) were the top priorities, reflecting Ghana\u0026rsquo;s cultural context of multigenerational households, while distrust in certifications and material reuse persisted. The WTP peaked for eco-communities (RII\u0026thinsp;=\u0026thinsp;0.46) and renewable energy (RII\u0026thinsp;=\u0026thinsp;0.46), which were strongly influenced by income (β\u0026thinsp;=\u0026thinsp;0.32) and education (β\u0026thinsp;=\u0026thinsp;0.28). This study contributes insights into holistic consumer perceptions of circularity (77.3% variance explained by a single factor), in contrast to fragmented drivers in high-income contexts. Practically, the findings advocate tiered subsidies to enhance affordability, modular designs to meet adaptability demands, and community-centric renewable energy integration. For policymakers, the results emphasise the need for localised campaigns to demystify circular principles and rebuild trust in certifications. This research bridges critical gaps in the demand-side literature, offering a roadmap for scalable circular construction strategies in emerging economies.\u003c/p\u003e","manuscriptTitle":"Drivers of Consumer Preferences and Willingness to Pay for Circular Buildings in Urban Ghana","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-08-04 16:24:44","doi":"10.21203/rs.3.rs-7086013/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2025-10-16T07:42:45+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-10-02T10:12:04+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"281601578501067887326722033096143485825","date":"2025-09-25T09:50:52+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-09-24T14:04:33+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"15868183031713806676576096533382258140","date":"2025-09-22T06:29:12+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-09-21T18:49:24+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"220586627758257676322292477938739582738","date":"2025-09-19T16:51:37+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"18830449005872920902986289307455468138","date":"2025-09-19T13:48:12+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"136460879683708834466851125813934680692","date":"2025-09-19T08:51:52+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-08-29T16:56:16+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"111914216241184031313795895910075692158","date":"2025-08-20T06:18:01+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"327750698659058803693291742005448776843","date":"2025-08-01T13:56:23+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2025-07-30T04:32:32+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2025-07-25T02:52:33+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2025-07-23T04:54:03+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-07-15T13:21:38+00:00","index":"","fulltext":""},{"type":"submitted","content":"Discover Civil Engineering","date":"2025-07-15T12:50:12+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"discover-civil-engineering","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"","sideBox":"Learn more about [Discover Civil Engineering](https://www.springer.com/journal/44290)","snPcode":"44290","submissionUrl":"https://submission.nature.com/new-submission/44290","title":"Discover Civil Engineering","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Discover Series","inReviewEnabled":true,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"e23dc07a-6ea7-4c03-bed9-1a8751dfd7e0","owner":[],"postedDate":"August 4th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[],"tags":[],"updatedAt":"2025-12-31T05:53:39+00:00","versionOfRecord":[],"versionCreatedAt":"2025-08-04 16:24:44","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7086013","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7086013","identity":"rs-7086013","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}