Study On The Factors Influencing The Behaviour Of Low-carbon Commercial Housing Purchase

"Low-carbon, Ecology, Health, Environmental protection " is the life theme of the21st century.The real estate industry, as the national fundamental industry of China, also the major energyconsumption and carbon emissions industry, will inevitably become the focus of the development ofChinese low-carbon economy. With the real estate market is changing from a seller’s to a buyer’smarket, and the market is increasingly competitive, more and more real estate companies mustrealize that establishing sustainable competitive advantage needs to stand on the consumer point ofview. Therefore, researching the development of low-carbon real estate from the consumer point ofview is very helpful for the future establishment of government policy and the development of thereal estate business.This paper first reviews the literature on consumer behavior, as well as low-carbon housingcarbon housing three aspects of consumer behavior, analyzes the status quo of domestic and foreignconsumption of low-carbon housing, based on the current situation and lack of theoretical research,according to the relevant literature to design a consumers to buy low-carbon housing factorshypothetical model. From personal factors, psychological factors, real estate property, lifestylefacets four factors discussed various factors impact on consumers and the difference between thepurchase of low carbon housing. Theoretical models of consumer behavior and the theory oflow-carbon housing, low carbon housing purchase behavior as the dependent variable, in order toobtain more accurate results will be broken down into four factors dimensions of17independentvariables: gender, age, education level, occupation, household income, marital status, low-carbonawareness, environmental awareness, the convergence of psychology, freshness, housing location,architectural features, the surrounding environment, property management, purchase prices,government policy, consumer lifestyle. Then survey collected290valid questionnaires throughquestionnaires, using SPSS statistical software to analyze the samples collate, study results obtainedshow that: a low-carbon housing propensity to buy is the largest consumer groups in the26-35yearold age group, compared with a high level of education and annual income of10-20million people.Consumers in the purchase of real estate will be affected by the price of low-carbon, low-carbonawareness, environmental awareness, convergence of psychological, mental freshness, housingquality, location and environment, property management, government policies and other factors, atthe same time, based on life way of consumer groups classified concluded that " casual healthy "lifestyle groups most tend to buy low-carbon housing. Finally, prospects for the development oflow-carbon housing conditions of our study, the end of the thesis put forward countermeasures oflow-carbon housing development in the real estate business and marketing proposals to providerealistic basis for guiding enterprises to consciously implement green marketing, as well as alow-carbon future healthy development of the real estate industry to provide a theoretical reference.