Research On The Green Marketing In The Real Estate Based On Consumers' Behavior Theories

Current environment question has become worldwide. It relates to the entire hu-manity's survival and development. So the Chinese real estate enterprises should befaced the coordination of organizational development and environment. It is urgentthat the real estate industry develops green marketing. However, the green marketingcondition of the real estate market is unsatisfactory currently. Many reasons causethat the real estate enterprises can't realize green marketing well, and the most impor-tant reason is that they don't know the needs of the consumers to green marketing.Intensifying research on the green marketing in the real estate based on consumers'behavior theories will hold consumers'minds well, meet consumers'needs and increasee?ciency to make the essential sense real.Firstly, this article reviews literatures related to the green marketing in the realestate. Secondly, the research discusses the relationship between the green marketingin the real estate and consumers'behavior theories, and carries on theories analysis.Then the thesis puts forward theory mode and assumption of the green marketing inthe real estate based on consumer's behavior theory. Finally, the paper clears up andanalyzes 203 valid questionnaire samples by SPSS statistics software. The demonstra-tion shows that the essay divided 23 green marketing in the real estate into 6 factors byfactor analysis. In addition, this study successfully partition consumers o? 2 clustersby K-Means'Analysis while using cluster analysis. And their p values all below 0.05 inthe ANOVA Analysis, which means that they are distinctly di?erent and well in clus-tering.The research puts forward marketing suggestions for developers that they shouldshow a gentle demand, concern the usage and convenience of consumers from humannature, and lowly make a price to"sustainable and resource-saving pollution preven-tion". To"comfortable space and e-community", they should exhibit the demand ofgood programming in community, grace environment and convenient information lifeto keep consumers'attention.The analysis and contrast in the research show that regard between consumers'anddevelopers'isn't completely same, which has certainly quotable meaning to marketingdirection for developers in the future. The study puts forward theory mode of the greenmarketing in the real estate and brings a special investigate questionnaire of the greenmarketing in the real estate, which also will lay foundation for the following research.