Study On The Consumption Behavior Of Green Residentialbased On Theory Of Planned Behavior

At present, the green building market in China is becoming to develop on a largescale. Greenresidential, the proportion of which is large in the green building market, isa kind of items in the trading market.So its promotion is limited by the law of supplyand demand.Due to the features of the “green”, the externality and public productproperty of green residential will lead to the situation of the market failure.Then, therewill be differences between green residential consumer behavior and common goodsconsumer behavior, besides, the feature of large amount make green residentialconsumer behavior different from common green consumption behavior. Therefore, thisresearch aims to study on green residential consumer behavior, analyze external factorsthat affect green residential consumer behavior, provide recommendations for thepromotion of green residential.In the research, papers related to green residential are sort out. Based on the theoryof planned behavior, the external factors influencing consumer behavior are reorganized:operating costs, living conditions, group consumption idea, purchase cost and popularity.The green residential consumer behavior analysis model is built. Then the researchdesigns questionnaire for theseexternal factors and consumer intention, collects data inChongqing, and uses SPSS18.0process the data. By correlation analysis and stepwisemultiple regression analysis, the research gets a regression equation between externalfactors and green residential consumer intention,identifies the majorexternal factorsandtheirimpact.The main conclusions of the study are as follows.Firstly,in the green residential consumption, operating costs for green house, livingconditions and purchase costs are more concerned by consumers; the extent ofpopularity is low; group consumption idea around the consumers show no obvioustendency of green residential; consumers show no obvious tendency of buying greenresidential.Secondly,advantages of green residential on operating costs and living conditionshave a significant positive impact on green residentialconsumer intention; groupconsumption ideahas a significantrole in promotingconsumer intention;purchase costshave a negative impact on consumer intention; popularity has a positive but weak rolein promoting consumer intention, and its relevance is not significant.Thirdly, group consumption idea is the factor which affects the green residential consumer intention maximally;operating costs andgreenhouseliving conditions arefollowing;purchase cost has the minimumimpact in the regression equation.Finally, according to the results of the external factors, the paper put forwardadvices for green residential promotion from the perspective of the government anddevelopers.