普遍信任视角下城市居民绿色住宅支付意愿的影响因素:中国部分一线城市的证据

绿色住宅的推广和使用是降低建筑能耗、实现减排目标的重要途径.基于普遍信任视角,从居民内在心理因素与外在情境因素入手,系统构建城市居民绿色住宅支付意愿影响因素的研究模型,并探求普遍信任的一阶及高阶调节效应及影响该效应发挥作用的边界条件.结果显示,对于内在心理因素,普遍信任对居民绿色住宅认知与支付意愿的关系有显著的正向调节作用,但易受到居民损失规避心理的负向影响;普遍信任对居民环境关心与支付意愿的关系有显著的正向调节作用,且易受到居民广告诉求(来源可靠性诉求和利已诉求)的正向影响;普遍信任对居民道德认同与支付意愿的关系有显著的正向调节作用,且易受到居民高解释水平的正向影响.对于外在情境因素,普遍信任对社会风气/群体压力与支付意愿的关系有显著的正向调节作用,且权威认证标识有助于增加居民对绿色住宅的"初始信任",助推居民主动购买绿色住宅社会风气的形成.基于实证研究结论,在政府、开发商及居民个体层面提出相应建议.

Influencing factors of urban residents' willingness to pay for green housings from the perspective of generalized trust:Evidence from some first-tier cities in China

The promotion and use of the green housing is an important way to reduce building energy consumption and achieve emission reduction targets. Based on the perspective of generalized trust, starting from the internal psychological factors and external situational factors, the research model for the influencing factors of urban residents' willingness to pay for green housing is systematically constructed. And the first-order and higher-order moderating effects of generalized trust and the boundary conditions influencing the effect are explored. The results show that, for internal psychological factors, generalized trust has a significant positive moderating effect on the relationship between green residential cognition and willingness to pay, but it is vulnerable to the negative influence of loss aversion psychology. Generalized trust has a significant positive moderating effect on the relationship between residents' environmental concern and willingness to pay, and is susceptible to the positive influence of residents' advertising appeals (source reliability appeals and self-interest appeals). Generalized trust has a significant positive moderating effect on the relationship between residents' moral identity and willingness to pay, and is easily affected by residents' high construal level. For external situational factors, generalized trust has a significant positive regulating effect on the relationship between social atmosphere/group pressure and willingness to pay. And the authoritative certification mark helps to increase residents' initial trust in green housing, and promote the formation of social atmosphere in which residents actively purchase green housing. Suggestions are provided at the level of government, developers and individual residents based on the empirical research conclusions.