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This study examines the motivational forces of self-transcendence and self-enhancement values in consumers' green apartment purchase intention since the values have been seen as the key determinants of environmental beliefs and concerns that motivate pro-environmental behaviour adoption amongst consumers regardless of external barriers. Additionally, this study identifies the role of environmental content in strengthening the effects of self-transcendence value.

Survey data were collected from 234 residents of three high-rise apartment buildings in Hanoi, Vietnam. Measure reliability and validity were tested by confirmatory factor analysis (CFA) before hierarchical ordinal least squares regression (OLS) was conducted to test the hypotheses.

The research results reveal a significant positive relationship between self-transcendence value and consumers' green apartment purchase intention. However, environmental problem-related content exposure was found to weaken the effect of self-transcendence value on the purchase intention whilst the effect was reported to be strengthened by pro-environmental action-related content exposure.

Theoretically, this study emphasizes the importance of interaction effects between external factors and personal values in explaining consumer's decisions and behaviours. Practically, the research results provide valuable insights for marketers and developers into fostering the adoption of green building apartments amongst consumers.

While interior public space can be one of the most important criteria in designing high-rise residential buildings in urban environments in practitioners’ opinion, this study aims at investigating the importance of this criterion from consumers’ lifestyle standpoint. In particular, this study aims to examine the effects of different lifestyle orientations on consumers’ preference for this housing feature. Three relevant lifestyles are investigated including independence, family-orientation and homebody.

Survey data were collected from 331 owners of high-rise apartments in three residential buildings in urban areas.

The research results revealed significant and positive effects of independence and homebody lifestyle orientations on consumers’ preference for interior public spaces. Interestingly, a family-oriented lifestyle was found to negatively moderate the effect of a homebody lifestyle on the preference, providing evidence for possible exclusive impacts of different lifestyle orientations on the preference.

This study emphasizes the exclusive impacts of different lifestyles on consumers’ preference for housing features that need to be considered by developers and marketers when designing consumer positions and marketing strategies.