Research On Influencing Factors Of Potential Consumers' Purchase Willingness To Green Residential

People pay more attention to resource demanding and high carbon emission.Under the background of global environmental protection and low-carbon economy,green building conform to the trend of sustainable development,is China's future construction industry and urban development.As green building for living,the promotion of green residence is restricted by market demand.So it's imperative to study the purchase willingness as well as influencing factors from consumers' point,especially form potential consumers.The results are aiming to lay an effective foundation of micro-subject behavior to promote the development of green residence,energy conservation and policy to reduce carbon emissions.Green residential buyers can be divided into existing buyers and potential buyers.Potential buyers are the target customers of future market who have purchase interest or purchase needs.The paper selected the young as object.First,green residence,purchase willingness,potential consumers' motivation and behavior were expounded.Then,according to Howard-Sheth model and other research,influencing factors were determined: product incentives,symbol incentives,social incentives and personal characteristics.So we constructed theoretical model and put forward hypothesis.The questionnaire was designed and sent out in Tianjin.Based on the data of 224 valid questionnaires,consumers' basic cognition and preference of green residence were described firstly.Then significant influencing factors were found by analysis of variance and multiple step-wise regression analysis,payment level was quantified as well as its influencing factors.The result showed:(1)Most consumers have a low familiarity of green residence and get a misunderstanding.They care more about the functions of saving energy and living comfort than protecting environment.(2)There are significant differences in gender,age,educational level and family income in the purchase intention,but the difference is not significant.(3)Social stimulus has a significant positive influence on consumers' willingness,whose influence is the most serious one.Symbolic stimulus have a partial influence,among which the the authentication of third party and school educations will facilitate consumers' willingness obviously,yet green advertising and government green evaluation fail to pass the significant test;Cost has no significant effect.Of the significant factors of purchase intention,only family members' suggestion has asignificant positive impact on the level of payment.Finally,we provide some guiding policies for promoting green residence.