雙碳背景下客戶信任培育對低碳住宅集成企業績效影響機制研究

Abstract

To address the global challenge of reducing greenhouse gas emissions, China pledged in 2020 to peak its carbon emissions by 2030 and become carbon neutral by 2060. To achieve this goal, China has issued a series of policies, including the 14th Five-Year Plan for Building Energy Efficiency and Green Building Development in 2022, which aims to promote the energy efficiency of buildings through the promotion of green building materials and new environmental technologies, and promote carbon peak and carbon neutrality in the construction sector. In the construction sector, the promotion of low-carbon buildings is the key to achieving the goal of carbon neutrality. The core of low-carbon buildings is to reduce the carbon emissions during the operation of the building, through the use of energy-saving measures and renewable energy technologies, so that the energy consumption of the building reaches nearly zero energy standards. The Technical Standard for Near Zero Energy Buildings (GB/T 51350) provides specific technical specifications and requirements for the design and implementation of low-carbon buildings. However, despite the policy push and technical standards that have been introduced, the development of low-carbon buildings still faces many challenges. The promotion and popularization of low-carbon buildings is restricted by multiple factors. First of all, customers have insufficient awareness and trust in low-carbon buildings. Many customers lack sufficient understanding of the environmental advantages and long-term economic benefits of low-carbon buildings, leading to their low acceptance of low-carbon buildings. Secondly, the policy support is not strong. Although the government has introduced some incentive policies, in practice, the implementation effect and coverage of the policies still need to be improved. In addition, the high cost of low-carbon buildings is also an important factor hindering their market promotion. Low carbon buildings usually require high costs in the design, construction and maintenance process, which makes some customers hesitate to buy low carbon homes in trust.

Based on the practical and theoretical background, this study mainly focuses on the following four research questions: (1) How to promote low-carbon buildings? (2) What are the barriers to fostering customer trust in the context of dual-carbon goals and how to cultivate it? (3) How does the cultivation of customer trust affect the performance of low-carbon building integration enterprises in the context of dual-carbon goals? (4) How does green purchasing behavior play an intermediary role in the cultivation of customer trust and the performance of low-carbon building integration enterprises?

In order to clarify the above research questions, based on the analysis of the cultivation mode of customer trust, this study constructed a relationship model between the cultivation of customer trust, government policy intervention, green purchasing behavior, customer value acquisition and the performance of low-carbon building integration enterprises, and revealed the influence mechanism of the cultivation of customer trust on the performance of low-carbon building integration enterprises. Specifically, through literature research, this paper systematically combs relevant theories and existing research, defines the concept of customer trust cultivation under the background of dual-carbon goals, the concept of low-carbon building integrated enterprise performance and the concept of green purchasing behavior, expounds the two cultivation modes of customer trust and analyzes the influence mechanism of customer trust cultivation on enterprise performance. The cultivation of customer trust mainly includes the cultivation of cost trust by economic feasible simulation and the cultivation of product cognition by knowledge irrigation. Green buying behavior includes absolute green buying behavior and conditional green buying behavior. On this basis, based on the theory of planned behavior and trust, combined with relevant studies on the cultivation of customer trust, green purchasing behavior, government policy intervention and customer value acquisition, a preset model of "perception - behavior - outcome" is proposed, and finally a theoretical model of "cultivation of customer trust - green purchasing trust - enterprise performance" is constructed. Then, based on the relationship between variables in the theoretical model, this paper discusses and proposes relevant research hypotheses, builds a structural equation model, and issues client-side and enterprise-side questionnaires by combining online and offline methods. A total of 1046 valid questionnaires are obtained. SPSS 26.0 and AMOS 26.0 were used for factor analysis, correlation analysis and multiple linear regression analysis, and the result of hypothesis testing was obtained. A total of 28 hypotheses are proposed in this paper, 24 of which are supported by data. Based on this, this paper puts forward the final research conclusions.

Combining theoretical analysis and quantitative research methods, this paper draws the following conclusions: (1) In the context of the current two-carbon target, the barriers to customer trust cultivation mainly include customer knowledge barriers, cost barriers, policy barriers, customer environmental awareness barriers and sales staff service barriers, etc. The two models that can cultivate customer trust include cost trust cultivation model based on economic feasibility simulation and product cognition cultivation model based on knowledge irrigation; (2) Both cost trust cultivation and product cognition cultivation positively affect the performance of low-carbon building integration enterprises; Green purchasing behavior positively affects the performance of low-carbon building integration enterprises; Both cost trust cultivation and product cognition cultivation positively affect green purchasing behavior; (3) Green purchasing behavior plays an intermediary role in the cultivation of cost trust and product cognition and the performance of low-carbon building integration enterprises, respectively; (4) Government policy intervention has no regulating effect on the cultivation of customer trust and green purchasing behavior; Customer value acquisition plays a moderating role in green purchasing behavior and low carbon building integration enterprise performance.

To sum up, this paper clarifies the cultivation mode of customer trust and reveals the influence mechanism of cultivation of customer trust on the performance of low-carbon residential building integration enterprises. It is found that cultivation of customer trust affects the performance of low-carbon residential building integration enterprises, and green purchasing behavior plays an intermediary role. Based on the research results, the development path of low-carbon residential building integration enterprises is proposed, and it also put forward policy suggestions to the government on strengthening education and publicity, increasing participation in green finance, promoting free market circulation by means such as energy contract management, comprehensively encouraging technological innovation capabilities related to low-carbon housing, comprehensively promoting the green transformation of social economy, and strengthening the construction of institutional laws and regulations. This study explores how to foster customer trust in low-carbon residential buildings in the context of dual-carbon targets, and analyzes the impact of this trust on the performance of low-carbon residential building integration enterprises. By enhancing customers' trust in low-carbon residential buildings and prompting them to produce green purchasing behaviors, it can effectively promote the market development of low-carbon residential buildings and realize the green and sustainable development of the construction industry. The significance of the research is that it will not only help low-carbon residential building integration enterprises to enhance the promotion of low-carbon housing to obtain corporate benefits, promote the realization of the national carbon peak and carbon neutrality goals, but also promote the coordinated development of society, economy and ecology, promote the construction of ecological civilization, improve environmental quality and healthy economic development, and improve people's well-being.

Date of Award	25 Oct 2024
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Youhua Frank CHEN (Supervisor) & Zhong NING (External Supervisor)