Study On The Promotion Of Green Building In Chongqing Based On The Consumer Perspective

China has entered the stage of large-scale development of green building. As one of the four municipalities, Chongqing should have walked in the forefront of the development of green building, but the fact is not the case. The overall development of green building in Chongqing is lagging behind and the promotion speed is slow, besides, green buildings in Chongqing has been unable to get consumers’ favor and its market has long been in the low state. There are few studies to focus on the consumer dimensions, considering from the demand side of green building. However, consumers, as the final payers and the demand side of green building market, their demands are the source of the effective promotion of green building. Therefore, the paper intends to identify the promotion ways and measures of green building in Chongqing from the perspective of consumers.Firstly, the promotion factors of green building in Chongqing were studied. Through the factor analysis method, the influences of the factors are quantified to describe the level of influences of customers. The results show that consumers is the most important factor, which reflects the feasibility and necessity of this study. Secondly, according to "Green Building Evaluation Standard(GB/T50378-2014) " the questionnaire is designed and issued to consumers in Chongqing. According to the judgment of the consumer, combined with the chromatography analysis, the weights of the index system are determined based on the consumer perspective. Thirdly, the consumers’ cognition, demand preference and consumption awareness of green building is analyzed. Finally, relevant countermeasures and suggestions are put forward to promote the work of Chongqing green building based on the consumers’ demand preference.The research results show that consumers pay more attention to the “operational management”, “indoor environmental quality” and “land saving and outdoor environment” of seven kinds of index of green building, and pay more attention to “greening situation”, “transplanting and curing” and “heat insulation and noise reduction” of all score items. The above items can become the focus of development in the future. In the academic aspect, the paper enriches the ways and means to promote green building. In practice, the paper helps Chongqing government and developers master more consumer information. Thus, the government can improve policies and regulations and developers can create green products. In this way, consumers’ buying enthusiasm and consumption tendency were mobilized. In summary, this research has a certain application value for the promotion of green building in Chongqing.