Research On The Promotion Strategy Of Green Housing Based On The Theory Of Place Attachment

Green housing is an environmentally friendly housing that is good for human health and environmental protection,saving energy and resources,and not seriously affecting the ecological balance.With the improvement of the national economy and the living standard,the people's pursuit of living environment is becoming more and more high,especially with the concept of green development and sustainable development,people have a higher demand for the living environment and ecology,and the green housing has become the inevitable trend.However,the speed of green housing development in China is still very slow,the government has taken various incentives to promote the development of green housing,but most of these incentives are from the perspective of developers,ignoring the important role of consumers in the market.The demand of consumer is the most important of the expansion of green housing market.Based on the theories and methods of behavioral science,economics,psychology and marketing,this paper introduces the theory of consumer involvement and place attachment from the perspective of the consumer of green housing,and probes into the effect of green housing consumption behavior on the development of green housing on the basis of place attachment theory.In order to effectively measure the consumer's identification and purchase intention of green housing,this paper first defines the place attachment and consumer involvement of green housing,and puts forward that the measurement of green housing consumption behavior includes three latent variable of consumer involvement of green housing,place attachment of green housing and market expansion of green housing.Using the Likert scale,a questionnaire based on the place attachment theory is designed,and the Alfa international community of Nanchang is taken as the research object.The subjective data of the consumer are obtained through the questionnaire survey,and the place attachment characteristics of the green housing are analyzed by SPSS.On this basis,the structure equation of the relationship between place attachment and consumption behavior of green housing is constructed by AMOS,and the influence factors of place attachment and the place attachment influence of green housing on the expansion of green housing are analyzed.Through this survey,it is founded that the degree of consumer's place identity plays a key role in the promotion process of green housing.Second,the involvement of green housing consumer is directly proportional to place attachment.Third,the improvement of consumer involvement and place attachment is conducive to the development of green housing market.Fourth,place attachment of consumer can promote the development of green housing.In view of the above conclusions,we further put forward a green housing promotion strategy framework.First of all,this paper believes that the promotion strategy of green housing should first improve the consumer's involvement and place identity and the awareness of environmental protection,laying the foundation for the consumer's place dependence on the green housing.Secondly,improving consumer's place dependence can further improve consumer involvement and place identity.Thirdly,we need to stimulate the power of developers to develop green housing with the needs of consumers.Finally,the government continues to increase support for the development of green housing,so as to form a virtuous circle for the healthy development of green housing market.The green housing promotion strategy should increase the publicity of the green housing,improve the awareness of the whole society,pay attention to the promotion of the quality of the green housing and accelerate the application of the technology.The government should continue to increase the incentive and support for green housing.