消费者的风险感知度与绿色建筑消费意愿的关系研究

A Research on the Relationship between Consumer's Risk Perception and Green Building Consumer Intention

绿色建筑强调资源节约和环境保护,对城市可持续发展具有重要作用,但由于消费者认知不清、观念落后,导致绿色建筑发展缓慢。较于传统建筑,绿色建筑风险更多,风险感知成为影响消费者绿色建筑消费意愿的重要因素。基于IAD延伸模型,运用描述性统计分析方法和二元Logistic回归分析方法,探究风险感知度对绿色建筑消费意愿的影响机制,并就如何推广绿色建筑及管理绿色建筑风险提出建议。

Green building stresses resource conservation and environmental protection,which plays an important role on city sustainable development. However the development of green building is slowly due to the unclear consumer cognition and the lag-behind concept. Compared with the traditional building,green building has more risks,and the risk perception has become an important factor affecting consumer consumption intention of it. This paper,based on the IAD extension model and applying the descriptive statistics analysis method and two Logistic regression analysis methods,explores how the risk perception influences the mechanism of green building consuming intention. It makes recommendations on how to promote green building and manage green building risks.