Study On The Influence Factors Of Willingness To Pay For Green House In Lanzhou City

With the idea of sustainable development and the philosophy of environmentalprotection are constantly promoted and popularized, people pay more and more attention toecological and environmental problems. Because of its high energy consumption and theimpact on the environment, the construction industry becomes key industries taking the greenroad of sustainable development by the way of transformation and upgrading. Therefore,vigorously promote and develop green building is a sure and key development direction inconstruction industry.This paper takes Lanzhou city green house as the research object and researches theinfluence factors of consumers’ willingness to pay for green housing from the market demand.What’s more, this paper analyzes the relationship between these factors and aims to promotethe development of green residential market.Firstly, based on the existing study result and consumer behavior theory, it analysesidentified four factors affecting consumer willingness to pay for green house: consumereconomy and social status, consumer expectation, consumer perception, external incentives toconsumers. Than the questionnaire survey method is used to design questionnaire on thefactors of willingness to pay. After that we distribute and collect questionnaires within thescope of Lanzhou city, also we preliminary carry on the data that collected by questionnaires.Setting up the measurement model and structural model of factors by using of structuralequation model, at the same time, testing the feasibility and reliability of the model. With thehelp of SPSS19.0and LISREL8.70, the empirical test of the model is being finished combinewith data which is got by questionnaires. According to the goodness of fit between model andthe data, we modify and adjust the model to get the final result. Carrying on the relationshipbetween various influencing factors based on the model. At last, we put forwardcountermeasures and suggestions to promote green house though government and thedevelopers’ point of view.The relationship between the influence factors of green house on willingness to pay andthe corresponding suggestion to be put forward can be described as follows:(1) Affect consumer purchasing motivation and the willingness to pay for green housingthe main factors including consumer economic and social status; Consumer expectations;Consumers’ cognition; Consumers in four aspects such as psychological response to outsidestimulus17factors of segmentation, and there are certain influence relations between variousfactors.(2) Between various factors embodied in: the influence of the consumer economy statusand the outside world to the stimulation of consumers has a positive influence on consumer expectations; External stimuli and consumer to consumer expectations has a positiveinfluence on consumer cognition; The outside stimulation to consumer and consumerexpectations have significant positive influence on consumer cognition.(3) In order to ensure the healthy development of green residential market in our country,the government should introduce related encouragement and preferential policy on thepurchase of the green house; Society, media and developers should intensify propaganda andpromotion promotion, let more people know and understand the green house of good qualityand living comfort, health and life cycle of the economy, stimulate their desire andwillingness to pay for green housing, which in the development of the whole society to formgood atmosphere with the purchase of the green house.