Purpose: Joint building ventures are defined as an association of a group of private individuals who are willing to build jointly. They can be seen as a reliable partner for municipalities in urban development for example regarding sustainability aspects. However, their share in the German housing market is still low. For various reasons, potential home owners have a lack of knowledge of joint building ventures and perceived barriers can cause active resistance. This study provides insights on supporting efforts regarding joint building ventures and gives answers to the question which factors promote or hinder potential home owners’ willingness to join joint building ventures.

Design: The study adopts a quantitative approach, using a web-based survey. The data were collected via the survey platform Qualtrics and analyzed via SMART PLS 3.0. The study was conducted with a sample of n=550 potential home owners in Germany, who were questioned about their attitudes toward join joint building ventures.

Findings: The results of the structural equation model reveal that the potential home owner´s attitude and willingness to join joint building ventures are affected by several barriers such as price, effort expectancy and information availability. Additionally, it can be shown that there are significant differences between the effects on the willingness to join regarding sociodemographic characteristics (sex, age and net income).

Practical implications: Recognizing factors which promote or hinder potential home owners’ willingness to join joint building ventures offers several opportunities and implications for municipalities and might help to understand and influence potential home owners’ evaluation process and to reduce active innovation resistance.