An Empirical Study On Influencing Factors Of Consumers’ Green House Purchase Intention

21st century life theme is "low carbon, ecological, health, environmental protection".As the national pillar industry, and high energy consumption, high resource consumption, high pollution of the real estate industry, inevitably become the focus on low carbon economy development, development of green building is an important way to realize the sustainable development of construction industry. however, under the government promotion, enterprise positive response, consumers of green residential purchase behavior is not optimistic, most consumers prefer ordinary residential, so needs for green residential purchase intention of consumers conduct in-depth research, starting from the demand side to promote the development of green housing.Based on the green residential consumers as the research object, by using of the theoretical research and empirical research method, research the factors affecting the purchase intentions of green house. First , through literature research and expert interview, combined with the theory of consumer behavior, comprehensive identify the influence factors of the green residential purchase intention, namely, consumer psychological factor, consumer attitude of the green living, consumer experience, social factors, government factors and behavior control factors; Second, the use of management, social psychology theory to analyze the influence factors of the green residential purchase intention, and put forward the research hypothesis, and constructs the concept model of green residential purchase intentions; Third,empirical research, by means of questionnaire and using SPSS21.0, AMOS21.0 software,research on questionnaire data for statistical analysis and hypothesis testing,to clarify the consumer psychological factors, the green life attitude, consumer experience, social factors,government factors, behavioral control factors influence on purchase intention, the mechanism and path,and build a nested model to investigate the root of the demographic variable affect model; Finally, according to the empirical results , puts forward some countermeasures and suggestions to the real estate enterprises, government departments to promote the green house.The results of this study show that the behavior control factors, consumer psychological factor, social factor, consumer experience, government factors on the green residential purchase intentions has, in turn, reduce significantly influence directly, while the green life attitude has no direct effect on purchase intention; Consumer experience, consumer psychological factors, social factors, behavioral control factors between independent variable and dependent variable also have the role of mediation. Among them,the consumer experience and consumer psychological factors in the relationship between green life attitude and purchase intention have the effect of complete mediation, consumer experience in consumer psychology and purchase intention relations, partial intermediary effect, behavioral control factors in the government and purchase intentions also play a part in the relationship between the intermediary role; the total effect various factors influence on the purchase intention of green residential size followed by social factors and behavior factors,psychological factors, government factors, consumer attitudes, consumer experience green life.