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AUTHOR(S): Sandy Yu-Rung Yang, Sean Te-Hsun Lin
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ABSTRACT As more and more people are aware of the environmental protection and energy saving techniques, the most popular products nowadays are those that are claimed to be so called energy saving, green building. Relevant research on green building is monotonous, focusing on the analysis of product attributes, regulatory mark certification and sales factors, and there is a gap of investigation on the whole business environment and market supply and demand. Based on the "EKB Decision Theory", this study established the relevance of ten propositions of five variables in the two paths of the green building sales process. Under the first path, Proposition 1, Green Building's "Consumer demand" has a positive impact a positive impact on "Integrated marketing"; Proposition 2 - Green Building's "Consumer demand" has a positive impact on "Business philosophy"; Proposition 3 - Green Building's "Business philosophy" has a positive impact on "integrated marketing". Proposition 4 - Green Building's "Business philosophy" has a mediation effect between "Consumer demand" and "Integrated marketing"; Proposition 9 - Green Building's "Policy regulations" has a positive moderation effect between "Consumer demand" and "Business philosophy". Under the second path, Proposition 5 - Green Building's "Green cognition " has a positive impact on "Integrated marketing"; Proposition 6 - Green Building's "Green cognition " has a positive impact on "Business philosophy"; Proposition 7 - Green Building's "Business philosophy" has a positive impact on "Integrated marketing"; Proposition 8 - Green Building's "Business philosophy" has a mediation effect between "Green cognition " and "Integrated marketing"; Proposition 10 - Green Building's "Policy Regulations" have a positive moderation effect between “Green cognition” and “Business philosophy”. The findings of this study will shed new lights for green building suppliers on how to strengthen their major marketing capabilities and make potential market targets toward sustainable development. |
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KEYWORDS Green Building, EKB Decision Theory, Consumer Demand, Green Cognition, Integrated Marketing, Business Philosophy, Policy Regulations |
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Cite this paper Sandy Yu-Rung Yang, Sean Te-Hsun Lin. (2019) The Propositions of a Business Model in Green Building. International Journal of Economics and Management Systems, 4, 113-123 |
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