Empirical Study On Purchasing Intention Influence Factors Of Consumers For Low-carbon Housing

In order to investigate the influence of deep-seated factors, consumer intention to buylow-carbon residential,summarize the law of real estate companies in the market segments to find thetarget customer groups, and provide the basis for the development of effective marketing decisions.Onthe basis of the literature based on the perspective of the theory of planned behavior as a pre-variableproduct knowledge,marketing information imported models,low-carbon housing constructedconsumer purchase intent impact factor model to analyze low-carbon residential explore consumerpurchase decision-making mechanism and its influencing factors.Data obtained through the use of alarge sample survey method, based on descriptive analysis of the sample data,confirmatory factoranalysis of the reliability and validity of test, measurement model,focusing on the use of structuralequation method of purchase intent of consumers low-carbon residential factors were analyzed.The study results showed:(1)Purchase of attitude,subjective norm,and perceived behavioralcontrol have significant positive effects on the intention to buy low-carbon residential,perceivedbehavioral control is a low-carbon residential purchase intentions most influential predictor variables,indicating how real the degree of perceived behavioral control to enhance consumers’ low-carbonresidential purchase key issues facing corporate marketing.(2)knowledge of the low-carbon residentialpurchase attitude, perceived behavioral control have significant positive influences, including thedegree of product knowledge perceived behavioral control is higher than its low-carbon residentialpurchase attitude. Product knowledge and subjective norms are related, but the impact was notsignificant(3)marketing information stimulate low-carbon residential purchase attitude, perceivedbehavioral control have significant positive influences on the impact of marketing information tostimulate low-carbon residential purchase attitude higher than its perceived behavioral control impact.Marketing information is positively correlated with subjective norms, but the impact was notsignificant.Overall, the results of this study show that the revised theory of planned behavior of consumerslow-carbon residential purchase intention to effectively explain and predict the theory of plannedbehavior in the study of low-carbon residential purchase intention has good adaptability.Finally, onthe basis of the conclusions of this article for the low-carbon residential development andimplementation of the marketing strategy of the real estate business provides targetedrecommendations.