Anotace:
Examining willingness to pay for the green residential building has become necessary since modern technology in the built environment drives towards providing green buildings to reduce the adverse effect of the building sector on Mother Earth. Yet, it is worrisome that the building industry in Nigeria is struggling to meet housing needs with conventional buildings. Hence, this paper aimed to investigate the effect satisfaction with traditional housing has on willingness to pay for green buildings to aid green building investment decisions in Makurdi. Three objectives pursued aim. The survey research strategy adopted using questionnaires as a research instrument as suitable for contingent valuation surveys. Three hundred samples were taken from a sample frame of 552 using the stratified sampling technique. Data collected were analysed using weighted mean, binary logistic model, and linear regression. The findings revealed that Makurdi householders are satisfied with conventional housing yet are willing to pay a 3.3% premium price to purchase green buildings; satisfaction with traditional housing negatively affects willingness to pay for green buildings. However, such an effect is not significant. Recommendations are made to create awareness on the importance of building green while investors are advised to invest in green homes.