Research On The Consumption Behaviors Of Green Housing Based On Structural Equation Model

As a showing form of green constructions,green residence is regarded as future development direction of residential market due to its energy saving,environment protection and comfortable characteristics,while related regulations are not completed on green residence.Additionally,there is certain limitation of consumers' recognition on green residence because of high construction costs,low operating costs,and traditional consuming habits.Therefore,analysis of green residential consumption behavior mechanism has important significance.On the basis of previous research results on the theory,the theory of planned behavior,and characteristics of green building,the author analyzed living attitude,environmental attitudes,economic and social factors,environmental protection,green residential cognitive habits,and self-efficacy related to consuming behavior on green residence.Concept model on consuming behavior of green residence are built,and structural equation model are used for analysis on relation and influence degree among these factors.Finally,the concept model will be modified based on model result.In this study,the author launched an empirical investigation in Xi'an City and model analysis relying on structural equation model analysis,SPSS and AMOS.According to research results,social influence,self-efficacy,economy,environmental protection,green residential cognitive habits,living attitude and green housing consumer behavior has a significant positive correlation.The influence coefficients were 0.283,0.266,0.257,0.209,0.187,and 0.099.At last,some suggestion are put forward on strengthening the green residential knowledge publicity,encouragement policies from government,improving policies,regulations,and mandatory norms,as well as strengthening the residents' awareness of green consumption in order to promote rapid and healthy development of green residential market.