Li Xuan Lai0000-0001-8658-7401Wong Phui Fung0000-0002-2325-7429Felicia Yong Yan YanLi Ping YowWang Hong Kok2025-09-122025-09-122025-06-0310.1108/PM-11-2024-0124https://dspace-cris.utar.edu.my/handle/123456789/11340Purpose: This study examines the post-COVID-19 impacts of sociodemographic factors on preferences for sustainable affordable housing, addressing a gap in the literature on how the pandemic has reshaped housing priorities across different demographic groups. Design/methodology/approach: A quantitative research approach was employed, using survey data collected from 316 low- and middle-income households in the Klang Valley, Malaysia. The data were analysed using the Chi-square test for association and binary logistic regression, resulting in the development of 30 models. Findings: The analysis identified marital status and ethnicity as the most significant predictors across the models, followed by income level, generation and gender. These findings underscore the importance of understanding sociodemographic-specific preferences to develop targeted marketing strategies and design housing projects that meet diverse homebuyer needs. Originality/value: This study provides fresh insights into how sociodemographic factors influence sustainable affordable housing preferences in the post-COVID-19 context, bridging the gap between affordability and sustainability. Unlike prior research, it highlights demographic-specific priorities, offering data-driven guidance for housing strategies. The findings have practical value for policymakers, developers and urban planners by enabling targeted policymaking, customised financing and adaptive housing models that enhance resilience to future crises. By integrating post-pandemic housing trends, this study promotes sustainable, inclusive and market-relevant housing solutions. © 2025, Emerald Publishing Limited.enAffordable housingCOVID-19 pandemicHousing preferencesRegression modelSociodemographicSustainable affordable housingjournal-article