Abstract
<jats:p>The paper explores consumer behavior characteristics and cultural patterns in Israel’s public housing market, focusing on the tenants’ exercise of their purchase rights. Public housing is a social safety net and a fundamental right for disadvantaged populations, providing shelter and the potential for social and economic mobility. Although the Public Housing Law in Israel was intended to enable eligible tenants to purchase their apartments at a significant discount to help them break out of the poverty cycle, in practice, many fail to exercise this right. The study’s significance lies in its analysis of purchasing barriers through cultural and behavioral lenses, with a view to empowering vulnerable populations to exercise their rights. The quantitative research sought to examine relationships between public housing consumer characteristics and purchasing intentions. The findings indicate a market failure characterized by a gap between legislative intent and reality. While Socio-demographic variables did not constitute a significant barrier to consumer behavior, a correlation was found between literacy gaps, the absence of external professional and financial guidance, and the reluctance to initiate the purchasing process. The study found that to motivate purchasing intentions, government representatives must integrate cultural competence, proactive information, accessibility, and tailored support systems into the process.</jats:p>