Feng Shui principles have a significant impact on consumers’ housing selection in Chinese societies. However, the importance of such beliefs in consumer's decision-making processes has not been investigated in previous studies. Thus, an analytic hierarchy process was adopted to identify the importance of Feng Shui principles in the selection of residential properties. Furthermore, based on the theoretical foundations of the theory of reasoned action (TRA) and perceived risks, two empirical studies were conducted to verify how consumers use Feng Shui principles to influence their beliefs, attitudes, and purchasing decisions. The results indicate that consumers tend to place more emphasis on housing with good accessibility, no harmful objects, positive directional aspects, and harmony between Feng Shui and humans. The results further confirm that the TRA model is applicable when utilizing Feng Shui principles as stimuli to elicit consumer behaviors. Individuals who perceive higher risks related to violations of Feng Shui principles tend to more seriously consider the impact of such principles on their beliefs, attitudes, and purchasing behaviors with regard to residential properties. © 2012 Wiley Periodicals, Inc.