The willingness to pay for green apartments: The case of Nanjing, China

Faced with the challenge of developing sustainable cities, the Chinese government sets green construction as part of the national strategy to reduce energy consumption. However, the consumer market has shown limited response to such policies. To upscale green building, it is crucial to understand the market demands for green apartments. This article employs a conjoint model to estimate the willingness to pay for green dwellings versus accessibility to metros and jobs and neighbourhood quality by different socio-economic groups in Nanjing, China. Results show that the socio-economic status of homebuyers determines their willingness to pay for green attributes. Only the rich are prepared to pay for green apartments to improve their living comfort. To all, the notion of health is appealing as consumers are willing to pay for an unpolluted environment and for non-toxic construction materials used in buildings in good locations.