The Study on Key Factors of Influencing Consumers’ Purchase of Green Buildings Application of Two-stage Fuzzy Analytic Hierarchy Process

Abstract

The rapid development of industrialization all over the world has caused the acute climatic anomaly increasingly subsequent to the 21 st century. The traditional building is as the industry with energy consumption, pollution and non-environmental sense. Hence, the concept of green building has been the most effective strategy to mitigate the deterioration of the environment of urban building. The design and evaluated mechanism, the strategic boost of government and related legislation of green building were explored from the former literatures. The study of related marketing issues of green building has rarely been researched. In view of this, the study has constructed 18 crucial factors regarding the influence on consumers' purchase on green buildings in Taiwan from the literature reviews and Delphi technique. Fuzzy Analytic Hierarchy Process (FAHP) was adopted to analyze the relative weight and the ranking of significance from individual factor. The result appeared the top 5 crucial factors that influenced consumers purchasing green buildings in Taiwan are the price of green building, the level of environmental awareness, green building material and internal structure, the level of green consumption and income in subsequence. The decision-making of the consumers would not be influenced by the green building label, the gender and the age, the environmental propaganda of government, the value of mainstream culture and economic conditions. The empirical result of study is able to be used as the reference that the government establishes the policy of green building impetus and the real estate deal plans the strategy of green building marketing.

Green consumption: Closing the intention‐behavior gap

“…However, while several studies in green consumption have employed TRA or TPB, some focused just on either intention or behavior (e.g., Gleim et al, ; Kelkar, Coleman, Bahnan, & Manago, ; Lan & Sheng, ). Liu et al () reviewed studies related to sustainable consumption and concluded that within the top cited works, consumer behavior researchers tended to focus on attitude‐behavioral intention patterns.…”

The role of psychological factors in influencing consumer purchase intention towards green residential building

“…Along the same lines, the surge in global interest on eco-friendly building and energyefficient buildings is obvious and has been promoted as the most vital strategy for encouraging energy saving, and the concept has been a critical strategy to diminish the disintegration of the earth (Lan and Sheng, 2014;Salvi and Syz, 2011). Based on the online resources obtained from the GBI website, the Malaysian Government launched the GBI on 21 May 2009 (GBI, 2013).…”

“…Based on the online resources obtained from the GBI website, the Malaysian Government launched the GBI on 21 May 2009 (GBI, 2013). The concept of green building fundamentally emphasizes the green development concerns of protection, energy saving, biological equalization and renewable energy sources (Lan and Sheng, 2014). The Green Building Index (GBI) (2013) noted there are six requirements that need to be achieved to be recognized as a green building: water efficiency, innovation and advancement, sustainable site planning and management, energy efficiency, materials and resources and indoor environmental quality.…”

How active social network site use affects green consumption: A moderated mediation model

“…Moreover, in addition to active SNS use, Study 1 and Study 2 also used different scales to measure green consumption. Previous studies have used either the green consumption intentions or behavior scale to measure green consumption ( Lan and Sheng, 2014 ; Nguyen et al, 2019 ; Sun et al, 2019 ). One problem evident in the research on green consumption is the gap between attitudes and behaviors, meaning that green consumption values or intentions often could not translate into green consumption behaviors ( Nguyen et al, 2019 ).…”