Research On Consumer Behavior Of Green Housing Based-on PROBIT Discrete Choice Model

There is a lot of uncertainty in the green housing consumption choice process.The individual factors and psychological behavior of consumers, the product featuresof green residence, the environmental and cultural factors will all have importantimpact on the choice process. The aim of this study is to analyze the housing greenconsumption choice process in the multidimensional point of view by applying theConsumer Behavior Theory, Discrete Choice Model and Behavioral Economics. Italso researches on the influencing factors of the choice by green housingconsumption, additionally, the consumer purchase behavior and their willingness topay.The major research methods focus in Tianjin area via the form of questionnairesas an empirical study, the specific approaches and results are as follows:1. To review those literature by Chinese and foreign scholars with theory andconclusions of consumer behavior researches, to create an influential model of thechoice by green housing consumption, to make an analysis of the impact ofenvironmental factors and cultural factors on green housing consumption.2. To make an empirical research on the product features of green housing in the―Sino-Singapore Tianjin Eco-city‖by applying the Hedonic Price Model. It has beenfound that the part of green housing features (energy saving and environmentalprotection materials, solar water heating systems, community greening and noisecontrol system and indoor environment regulation system) has an important effect onthe price, and those product features such as reclaimed water system seems noobvious impact on consumer choice. It also analyzes those factors of green housingconsumption based on the empirical study.3. It constructed a Fuzzy Linguistic Probit Model by using the fuzzy linguisticscale. The empirical analysis on green housing consumer choice behavior in Tianjinarea has been carried out, the findings has been showed that typically consumers arenot willing to pay more for green house, but if the house within the application ofenergy saving and environmental protection material, solar water heating systems,community greening and noise control system, and indoor environment regulation system, these four features would make consumer choice probability increase to6.7%,7.8%,11.6%,15.6%, furthermore, the income raise a grade the consumer choiceprobability will increase by9.1%.4. The Tobit model is applied to make the empirical analysis on green housingconsumer choice of willingness to pay, the results has been showed that these greenfeatures would make consumer of willingness to pay less than1.7%,2.7%,5.6%,3.5%.5. It also based on the prospect theory and intertemporal choice in the behavioraleconomics to discuss and analyze the green housing consumption behavior. Theseanalyses explained the reason of the conclusion made by Discrete Choice Model(DCM) is different from our actual imagination.