低碳住宅购买行为的影响因素——基于杭州市的实证研究  

Influencing factors on the purchasing behavior of consumers for low-carbon housing:an empirical study of Hangzhou

作　　者：杨雪锋[1] 梁邦利[1] 

机构地区：[1]浙江财经学院工商管理学院

出　　处：《城市问题》2013年第7期9-17,共9页Urban Problems

基　　金：浙江省自然科学基金项目(Y12G030084)

摘　　要：通过分析消费者行为机理,提出低碳住宅消费者购买行为假设模型,以杭州市主城区和沿江商住区为样本,通过问卷调查,从人口统计特征、自身心理因素和外部因素三个方面,探讨了低碳住宅消费者购买行为的影响因素、各因素的影响程度以及不同类型生活方式的住宅消费者对低碳住宅购买行为态度的差异。研究发现,26-35岁年龄段、受教育程度高且家庭年收入相对较高的住宅消费群体购买低碳住宅的意愿最强;在影响低碳住宅消费者购买行为的主要因素中,价格影响最为显著,住房政策次之;基于生活方式的消费群体分类中,"休闲健康型"住宅消费者最倾向于低碳住宅购买。故采取相应的营销策略和低碳住宅产业政策及消费政策尤为必要。Based on green marketing and consuming behavior for low-carbon housing,this essay analyzes the mechanism of consumers’behavior and brings hypotheses model about consumers’ purchasing behavior for low-carbon housing,which,in the aspects of demographic characteristic,self-psychological factors and external factors,discusses the influence factors that affect consumers’buying behavior for low-carbon housing,the factors’influence degree and consumers’attitude diversity for low-carbon housing.Result demonstrates that the demographic characteristics of consumers who are most likely to buy low-carbon housing are as follows: 26-35 years old,well -educated with higher income.The major factors that affect consumers’purchasing behavior for low-carbon housing are price,degree of awareness,environmental consciousness,psychological convergence,Try psychology,housing policy,building quality,estate management and geographic position,among which the main influence factor is price,housing policy is the second.Based on the classification of life styles,the result shows that consumers,who prefer'Leisure & Health Housing',tend to buy low-carbon housing.

关 键 词：低碳住宅消费 消费者行为 影响因素 营销心理 住房政策 

分 类 号：F293.35[经济管理—国民经济]