Research On Willingness To Pay Of The Green Building

In the background of the global concept of low-carbon and protecting the environment , green building is concerned in the construction industry. The implementation and certification of green building has been implemented for many years in china, most of the studies is pointing its cost, effectiveness and economic evaluation in the view of the society. This paper is going to investigate the implementation of the green building, study their willingness to pay of it, evaluate its economic value from the view of the consumer.This research is going to study the willingness to pay for the green building under the application of qualitative research methods from the view of the consumer point. It studies various factors influencing willingness to pay and payment level of the consumer for green building under the question whether consumers are willing to buy green building. Under the Statistics of the 241 valid questionnaires, after the test of reliability and validity of the questionnaire, we established the model of logistic regression, obtaining the factors affecting their willingness to pay. Also, we established multiple linear regression model, obtaining the factors affecting their pay levels. The results showed that: These factors including that green building is able to conserve land, protect the outdoor environment, improve the indoor environment, green certification, personal income, education level have a significant impact for both the willingness to pay and consumer payment level. On the contrary, these factors such as sex, age, occupation, family size et al have no effect on both of them. The article also discusses the differences between the two factors.This paper also evaluate if the consumer worth buying the green building under the method of quantitative analysis. This paper redefines the cost and the effect increment of the green building from the whole life cycle of green building. After that, it studies the method estimating the cost and effect increment. Also, this paper establishes the chart evaluating whether the consumer should buy the green building. Finally, this paper concluded that the incremental benefits for the consumer is much larger than the incremental cost through the case of―water side‖, the consumer should buy this green building on the economic evaluation side.