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This research aims to examine the effect of green purchase behavior and housing environment preference on property pricing strategies. The type of research used in this study is verificative explanation research with the research method used is explanatory survey. The unit of analysis in this study is the property industry in West Java. The population in this study is 506 companies, samples taken for each city / district. West Java Province consists of 27 districts / cities, so there are 27 samples. PLS is used as a statistical test tool to test hypotheses. The results of this study indicate that the pricing strategy is influenced by green purchase behavior and the housing environment preference, where the dominant contribution is obtained from the housing environment rather than the contribution of green purchase behavior. The findings have implications for the management of residential property developers that the property pricing strategy must consider aspects of the housing environment preference and green purchase behavior. The strategy of determining property prices is mainly formulated by considering the aspects of community social capital, community facilities and mobility, accompanied by an understanding of Subjective norms, confidence in GPs, convenience levels, knowledge of GPs, and important of prices. Keywords—green purchase behavior; housing environment preferences; pricing strategy

The Effect of Green Purchase Behavior and Housing Environment Preferences on Property Pricing Strategies