Research On Influential Factors Of Developing Green Buildings In Real Estate Enterprises

The promotion and application of Green building is a fundamental approach which can thoroughly improve the living environments, reduce the building energy consumption, and solve the energy problem in our country. According to statistics, Green building market share is only6%in our country new buildings. While in the completed buildings, More than95%is high energy-consumption buildings. And that in our building market accounted for a considerable proportion in the field of real estate, Green building ratio is lower. Despite the government’s green building for promotion, and people are very concerned about green building, but now most of the real estate enterprise still not willing to take the initiative to develop the green building. Therefore, it will help to promote the development of green building in real estate to make a system analysis of the usage intention of the green building of real estate enterprises.In this paper, the real estate enterprises as the research object, through the literature reading, based on the theory of planned behavior, with deconstruction theory model of planned behavior as a framework, by modifying the expert interview and the research enterprise,15factors that affect the real estate enterprises have been gotten the green building, and a research model have been developed. Using SPSS20.0statistical software, the statistical analysis of research hypothesis validation of questionnaire data have been made through the factor analysis, correlation analysis, regression analysis. The main factors affecting the real estate enterprise green building usage intention and the internal cause have been analysed. Some countermeasures and suggestions have been put forward about how to promote real estate enterprises to develop green buildings forwardly, the future research direction of this subject pointed out.The research results show that, firstly, attitude toward the behavior, subjective norm and perceived behavioral control are the intermediate variables impacting the real estate enterprises usage intention of green building, influencing on usage intention significantly in reduced order. Secondly, as the antecedent variables, the corporate philosophy and strategy, income expectation and perceived risk have significant influence in turn reduced on green building usage intention of real estate enterprises; Social and cultural environment, consumer demand and government regulations have influenced the subjective norm of green building usage intention of real estate enterprises significantly in reduced order; Similarly, enterprise self-efficacy, resources to help conditions and government policy incentives have influenced on the perceived behavioral control of green building usage intention of real estate enterprises significantly in degressive order. Thirdly, as control variable, firm size has a significant impact on green building usage intention of real estate enterprises, moreover, it has significant effect on subjective norm and perceived behavioral control.