Research On The Influencing Factors Of Green Residential Certification Willingness Of Real Estate Development Enterprises

Green residential building can improve the living quality of Chinese residents and reduce the energy consumption of the residential building,which represents the development direction of residential buildings.At the same time,green building standard certification(GBSC)is an important hand to promote the development of green housing in China,which plays an important role in ensuring the quality of green housing,standardizing and guiding the healthy development of green housing market.Although the development of green building has been promoted to the level of national strategy,the proportion of green housing in the housing market in China is still low,and GBSC fails to give full play to its role in promoting the development of the green housing market,and the green housing has always been in an awkward situation of "pushing but not moving".The spontaneous certification of real estate development enterprises is lack of motivation,which seriously affects the promotion of GBSC and its effectiveness.In view of this problem,this paper,from the perspective of real estate development enterprises,deeply discusses the influencing factors of GBSC willingness of real estate development enterprises,and puts forward corresponding measures and suggestions to improve the enthusiasm of GBSC of real estate development enterprises.In this paper,based on the perspective of real estate development enterprises,first of all,based on the theory of planning behavior,we determine the analysis framework of influencing factors of GBSC willingness of real estate development enterprises.Then,according to the theoretical basis and the behavior characteristics of GBSC of real estate development enterprises,the paper constructs the theoretical model of influencing factors of GBSC of real estate development enterprises and puts forward the corresponding research hypotheses.Then,the questionnaire is designed and the sample data is obtained through the investigation.At the same time,the descriptive statistical analysis,reliability and validity test and correlation analysis are carried out for the sample data.Finally,the structural equation model is used for empirical test,and according to the test results,some suggestions are put forward.The results show that:(1)Among the factors that affect the willingness of GBSC of real estate development enterprises,increase in direct economic benefits,enterprise brand value promotion,government compulsory regulation pressure,consumer demand pressure,market competitor pressure,and government incentive policy support have a significant positive impact on the willingness of GBSC of real estate development enterprises;the negative impact of enterprise resources and capacity restriction is significant.The willingness of GBSC of real estate development enterprises is not significantly affected by the green strategy and value orientation of enterprises.(2)The influence factors of the green building standard certification behavior of real estate enterprises are different,and the order of influencing degree is: increase in direct economic benefits > government incentive policy support > consumer demand pressure > enterprise resources and capacity restriction > government compulsory regulation pressure > enterprise brand value promotion > market competitor pressure.The conclusions drawn in this paper can provide suggestions for improving the enthusiasm of green building standard certification behavior for real estate enterprises and promoting the promotion of green building standard certification,and provide a new reference for the promotion of green housing in China.