Research On The Purchase Intention And Incentive Model Of Green Residential Housing

As a low-carbon,healthy and comfortable new residential building,green residential housing is an important practice of sustainable development concept in residential construction industry and plays a key and positive role in resource conservation,environmental protection and livelihood improvement in China.However,due to the property of quasi-public goods and economic positive externality,green residential market is unable to realize the effective allocation of social resources.Government intervention can make up for the supply failure of green residential housing,but the incentive effect of green residential consumption and quality improvement are not optimistic.Using grounded theory,discrete choice model,dynamic game theory and other tools to conduct an in-depth study of the purchase intention and government incentives of green residential housing to explore the key factors that affect the purchase intention and the optimal model to enhance the effective supply and demand,then provide decision support for the formulation of government incentive policies and corporate marketing strategies.The main research contents and results include:Grounded theory was used to explore the various factors that affect consumers' willingness to purchase green residential housing,double dimension influencing factors of residential product features and individual consumer preferences were proposed,and green residential purchase intention theory model of influencing factors was built.Logit discrete choice model was applied to make an empirical study on the purchase intention of green residential housing,and the mathematical relationship between 15 significant factors and green residential consumption probability was obtained.The research shows that when the price fluctuation,policy preference and sales situation of product feature variables increaseper unit volume,the occurrence of consumers' purchase of green residential housing will increase by 10.657,5.961 and 4.710 times.The future revenue expectation,social responsibility and reference group of individual preference variables increase per unit volume,the occurrence of consumers' purchase of green residential housing will increase by 4.359,3.368 and 3.119 times.The consumption group of different professional types showed obvious preference for the purchase intention of green residential housing.Based on the above empirical analysis,the green residential consumption probability index was introduced to establish three decision models of green residential housing by dynamic game theory,they are subsidy type,subsidy-punishment type and the type without government intervention,and the results of three models were compared and analyzed.The research shows that the highest consumption probability of high-quality houses is from the subsidy-punishment type,and the consumption probability will increase as the rise of rewards and punishments.The lowest price of green residential housing is from the subsidy type.The subsidy-punishment type can obtain the highest profit of developers and consumers.Through analyzing,found the subsidy-punishment type is most effective.