The Research On Consumers’ Willingness To Pay And Motivation For Green Building

In recent years, under the background of global environmental protection and low carbon concept, green building comes into being. It is the manifest of sustainable development. At present, the development of green building in China has been many years, and studies on green building involve many aspects, mainly including the technical system, policies and regulations, technical standards and so on. But the studies ignore the influence of consumers on the development of green building. In this article, from the consumers ’point of view, we can study the relevant influencing aspects of consumers’ willingness to pay and motivation. The results of this article have a certain reference value for the government, developers and consumers.This article first describes the related aspects, including green building, consumer behavior and so on. Then, in support of theory, through finding the influence factors of consumers and building the system of willingness to pay of green building, we can complete models so as to lay the research foundation for the willingness to pay and motivation of consumers for green building.Secondly, using the investigation of designed questionnaire, we can get 167 valid questionnaires, after the test of reliability and validity, we can draw the factors that affect the consumers’ willingness to pay for green building. Research shows that green certification, personal income, educational attainment, job conditions and other factors have a significant effect on consumers’willingness to pay, and build willingness model under these significant factors to further derive formula for probability of willingness to pay.Finally, this article based on the significant factors, through building a multivariate linear regression model of consumers’ motivation to pay, we can get the factors that affect the consumers’ motivation to pay. Research shows that the unit price range of green building, without pay or contain pay of government, advertising for green guilding and monthly income of consumers have significant effects on consumers’ motivation to pay for green building. Then, from two aspects of ordinary consumers and high income consumers, we have a detailed analysis on effect of paying ability to motivation so that we can conclude the different rangs of motivation to pay duiring different consumers for green building. What’s more, in two influence factors of without pay and contain pay of government, we contrast the different consumers’ motivation to pay so as to analyse the influence degree of government subsidies to consumers’ motivation to pay.