The construction sector is a major contributor to global energy consumption and greenhouse gas emissions, with embodied carbon from building materials playing an increasingly critical role. To address this challenge, Life Cycle Assessment (LCA) and Environmental Product Declarations (EPDs) have been widely adopted to improve environmental transparency and support informed material selection. However, it remains unclear whether standardized environmental information alone is sufficient to influence professionals’ willingness to pay (WTP).



This study examines how environmental attitude, environmental knowledge, and perceived brand credibility jointly shape construction professionals’ willingness to pay a price premium for green‑certified, low–Global Warming Potential (low‑GWP) wall materials when standardized EPD‑based information is provided. A quantitative cross‑sectional survey was conducted with 136 construction professionals. Simplified LCA results were used to create uniform EPD‑style environmental profiles, presented consistently across material alternatives. Data were analyzed using Spearman’s rank correlation and multiple linear regression.



Although environmental attitude and environmental knowledge were positively associated with willingness to pay at the bivariate level, only perceived brand credibility remained a statistically significant predictor in the multivariate model (β = 0.497, p < 0.001). Environmental attitude (β = 0.155, p = 0.184) and environmental knowledge (β = −0.042, p = 0.655) were not significant. The model explained 35.9% of the variance in willingness to pay (R² = 0.359).



These findings indicate that, even under standardized environmental transparency, professionals’ economic decisions are primarily driven by credibility‑based considerations, positioning brand credibility as the dominant determinant of willingness to pay for low‑GWP construction materials.