Study On The Purchasing Behavior Of Consumers For Low-carbon Housing

Low-carbon housing, a new residential product as a response to the requirements of low-carbon development, has a low level of consumer acceptance. There are some obstacles in low-carbon housing's popularity. Among various reasons, the main causations are the imperfect commercial policy of real estate enterprises and consumers'low acceptance for the value of low-carbon housing. Thus it is necessary to do research on consumers'purchasing behavior for low-carbon housing. There are, as has consulted previous references, many research literatures in consumers'purchasing behavior for housing and green marketing, but very little research on consumers'purchasing behavior for low-carbon housing, let alone the research based on consumers'life styles and market. Theoretically this thesis introduces low-carbon theory which not only fills up the blank in real estate marketing, expands real estate marketing theory, but also further enriches consumer behavior theory, improves green marketing theory and sets foundation for the research in related fields. From practical perspective, this thesis can help real estate enterprises understand the character of purchasing group for low-carbon housing well and the main obstacles which affect consumers'buying behavior for low-carbon housing, thereby lock up target market, and pointedly design effective marketing strategy. Meanwhile this thesis can also give assistance to governmental department to formulate related trade policies and laws to effectively solve the problem of people's livelihood, smoothly transform the current domestic real estate economy and steadily develop low-carbon economy.Based on documentation research and prophase research, this thesis brings forth hypotheses model about consumers'purchasing behavior for low-carbon housing, which, in the aspects of demographic characteristic, self-psychological factors and external factors, discusses the influence factors that affect consumers'buying behavior for low-carbon housing, the factors'influence degree and consumers'attitude diversity for low-carbon housing. The model is based on consumers'behavior theory and market segmentation theory, regards purchasing low-carbon housing as outcome variable, and regards the following as influence variables such as demographic characteristic, degree of awareness, environmental consciousness, psychological convergence etc. Taking the housing consumers in the urban area of Hangzhou and Xiasha higher education zone for example, this thesis gets the first-hand information about consumers'purchasing behavior for low-carbon housing and their different life styles. By using descriptive statistics analysis method, this thesis describes the variables including consumers'demographic characteristic, self-factor, housing product attribute, social responsibility of business, satisfaction degree about government regulatory and housing policy, and finds out sample consumers'indices level in these variables. By using factor analysis and cluster analysis, this thesis classifies consumers'life styles and analyzes different kinds of consumers'attitude diversity towards the purchasing behavior for low-carbon housing. By using the analysis of variance, this thesis clarifies the demographic characteristic of consumers who have a tendency to buy low-carbon housing. By performing relevance analysis and multiple regression analysis, this thesis verifies the relationship between the influence factors mentioned above and the purchasing behavior for low-carbon housing, additionally studies the influence degree of the influence factors. Meanwhile based on the research result, the thesis has amended and completed the model.The research result of this paper demonstrates that the demographic characteristics of consumers who are most likely to buy low-carbon housing are as follows: 26-35 years old, married, well-educated with higher income. The major factors that affect consumers'purchasing behavior for low-carbon housing are price, degree of awareness, environmental consciousness, psychological convergence, Try psychology, housing policy, building quality, estate management and geographic position, among which the main influence factor is price, housing policy is the second. Based on the classification of life styles, the research result shows that consumers, who prefer"Leisure & Health Housing", tend to buy low-carbon housing.