Proposing a Value Field Model for Predicting Homebuyers’ Purchasing Behavior of Green Residential Buildings: A Case Study in China

Yajing Zhang,Hu Cheng,Lingzhi Li,Jingfeng Yuan

doi:10.3390/su11236877

Abstract

Understanding the motivations that stimulate homebuyers’ green purchasing behavior can increase market demand for green products, especially considering the comparably low market share of green products worldwide. In this context, various studies have been conducted examining consumers’ intentions to pay for green products. Nevertheless, there is still limited research on evaluating homebuyers’ purchasing behavior toward green residential buildings. This study argues that the value of green residential buildings (GRBs) affects their adoption, and thus exerts an invisible force on homebuyers’ purchasing behavior. It also finds that field theory provides a scientific perspective on this phenomenon. Thus, this paper proposes a value field model for evaluating homebuyers’ GRB purchasing behavior based on physical field theory and psychology field theory. In particular, physical field theory provides the measurement formula, while psychological field theory explains the effect of the force stimulating homebuyers’ purchasing intention, and ultimately influencing their purchasing behavior. The initial model consisted of a field source (green perceived value), target charge (GRB demand), distance (psychological distance), and value field factor. As the value field factor was calculated to be approximately equal to 1, the final model is a composite of a field source (green perceived value), target charge (GRB demand), and distance (psychological distance). The results validate the construction of the value field model on the basis of field theory. This research contributes to the body of knowledge by analyzing GRB value and provides a clearer understanding of how GRBs and the environment combine to fulfill homebuyers’ requirements and influence their GRB purchasing behavior.

Highlights

The construction industry is one of the largest emitters of greenhouse gases and the energy consumed by this industry accounts for 40% of energy consumption worldwide [1,2]
Theoretical and empirical research was conducted for the purpose of developing a value field model for evaluating a homebuyer’s green residential buildings (GRBs) purchasing behavior
The proposed model of the GRB value field was based on field theory and analyzed the force of GRBs on homebuyers in terms of the GRB value

Summary

Introduction

The construction industry is one of the largest emitters of greenhouse gases and the energy consumed by this industry accounts for 40% of energy consumption worldwide [1,2]. Green building promotion in China has a profound global influence because of the construction boom as part of the rapid urbanization. Green purchasing behavior is complex and is influenced by a multitude of factors, especially for GRBs. For example, consumer GRB purchasing behavior may be affected by peer opinion [23]. Consumer GRB purchasing behavior may be affected by peer opinion [23] Such behavior could be influenced by the promotion by governments and green organizations. The overall environment for the development of GBs, such as the economy and social attitudes, plays an important role in affecting consumers’ green purchasing behavior [26]. The above studies have neither considered all the aspects of the influencing factors comprehensively nor analyzed how these factors work together to affect consumers’ green purchasing behavior

Objectives

Methods

Results

Conclusion