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

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.