GREEN HOUSING PURCHASING: A CASE OF CONSUMERS IN KUNMING, THE PEOPLE’S REPUBLIC OF CHINA

Abstract

This study aims to investigate customers' green housing purchasing behavior in Kunming, China. The questionnaire was carefully designed by reviewing the literature and then categorizing the statements into five groups: environmental knowledge of customers, attitude to green purchasing, green purchase intention, green purchase behavior, and financial thinking of customers. Using Cron Cronbach's coefficient, the questionnaire tested the item's objective congruent index's consistency and reliability. There were twenty-two statements; two hundred questionnaires were distributed using purposive sampling. The return questionnaires were 179 out of 200, which is more than the maximum number of required data, 110. Then, the analysis of the average index and relative importance index were applied. It was found that the first rank of factors was 'financial thinking of customers' with a relatively importance index ( ) of 0.76, and the second was 'environmental knowledge of customers' with a relatively importance index ( ) of 0.68. This result suggested that for promoting customers' green housing purchasing. The price of green building is significant. Furthermore, developers must educate customers about the green buildings which the customers are going to buy.

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