Study on the Factors Affecting the Green Housing Purchase Intention in Urban Residents-Taking the Beijing-Tianjin-Hebei Region as an Example

Green housing has the characteristics of energy saving, environmental protection and comfort. Promoting the development of green housing market is of great significance to accelerate the green transformation of the construction industry and help the construction sector achieve the emission reduction target. This paper takes urban residents in the Beijing-Tianjin-Hebei region as the research object, and based on the theory of planned behavior, identifies five influencing factors such as purchasing attitude, subjective norms, perceived behavior control, environmental concern and green housing product attributes, and builds a model of influencing factors of urban residents' green housing purchase intention in the Beijing-Tianjin-Hebei region. The results show that subjective norms, perceived behavioral control, environmental concerns and green housing product attributes all have positive effects on the purchase intention, and their influence paths and effects on the purchase intention of green housing are different.