綠色建築特徵對消費者購房意願影響的研究

Abstract

The real estate industry is a pillar industry of China's national economy, which has deep linkage with many other industries. Therefore, maintaining healthy development and steady progress is still a foreseeable trend of China's real estate industry in the future. Meanwhile, since the real estate industry has high resource and energy consumption, also causes heavy pollution, promoting and practicing green buildings are crucial. Green buildings can improve resource utilization efficiency, reduce adverse environment impact, and provide healthy and comfortable living spaces.

However, the current development of green buildings in our country suffers several problems, such as 1) lacking green building label projects, 2) uneven regional development, and 3) inadequate market development. Therefore, in-depth theoretical and practical research on green buildings are urgently needed to effectively promote the development of green buildings nationwide.

This research aims to investigate the mechanisms through which green buildings' characteristics influence the purchase intention of consumers, and to explore the influence of situational characteristics on the purchase intention of consumers. Literature review is conducted to study current progress of domestic and foreign research on green buildings, consumer willingness to purchase houses, and real estate marketing theories. Further, this research investigates how specific green building characteristics (i.e., environment-friendly building materials application and garden landscape design) determine consumers' willingness to purchase houses through the mediating mechanisms of perceive values (functional value, emotional value and social value).Moreover, this study accounts for situational characteristics (i.e., purchasing purpose) to identify the boundary conditions of the influence of green building characteristics. Finally, this study empirically tests the hypotheses using survey data from consumers in Guangzhou and Zhengzhou.

The results show that green building characteristics have a significant positive impact on consumers' willingness to buy houses. In addition, consumers' perceived value plays an important mediating role in the link between green building characteristics and purchase intention. Finally, the influence of green buildings characteristics on consumers' willingness to buy houses is contingent on some situational factors (such as the purpose of buying houses).

This study provides theoretical basis for the influence of green buildings on consumers' willingness to buy houses, accounting for the mediating mechanisms of perceived values, as well as contingent factors. Moreover, this study offers important practical insights for domestic real estate companies' commercial houses' design and development, as well as marketing strategies in both northern and southern cities in China.

Date of Award	29 Apr 2021
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Zhilin YANG (Supervisor)