ENVIRONMENTAL AND SOCIAL ATTITUDE OF GENERATION Y AND IMPLICATIONS FOR NEW TOWN DESIGN

Abstract

The purpose of this study is to respond to emerging needs associated with Singapore’s Generation Y (hereafter Gen Y) and to understand what they are looking for in terms of environmental and social inclusion preferences. Based on various literature studies, this paper will focus on environmental and social inclusion aspects of housing with the aim to enhance the appeal of New Towns designs to Gen Y. In turn, this could also increase the home satisfaction of Gen Y as a whole where a dwelling should be a home rather than merely just a place to live in. A survey was administered and the data collected from 213 Gen Y respondents were examined via descriptive analyses, factor analyses and linear regression analyses to determine Gen Ys’ value and preferences of the means. The main findings suggested that both environmental and social inclusion issues are valued by Gen Y, with the environment being greater valued. Gen Ys are also generally more willing to pay for environmentally-friendly features over social inclusion features. Other findings revealed how parental influence and social media contribute to Gen Ys’ views and preferences. Additionally, demographic attributes like age and education were also found to have a role in shaping Gen Ys’ views and preferences. From the results interpretation, New Towns could be planned and designed accordingly to optimize space and to better cater to the emerging Gen Y households’ needs. New Town design models proposed include towns being vibrant and creative as well as having access to sustainable commuting options.