The Promotion Strategy of Green Construction Materials: A Path Analysis Approach

As one of the major materials used in construction, cement can be very resource-consuming and polluting to produce and use. Compared with traditional cement processing methods, dry-mix mortar is more environmentally friendly by reducing waste production or carbon emissions. Despite the continuous development and promotion of green construction materials, only a few of them are accepted or widely used in the market. In addition, the majority of existing research on green construction materials focuses more on their physical or chemical characteristics than on their promotion. Without effective promotion, their benefits cannot be fully appreciated and realized. Therefore, this study is conducted to explore the promotion of dry-mix mortars, one of the green materials. This study uses both qualitative and quantitative methods. First, through a case study, the potential of reducing carbon emission is verified. Then a path analysis is conducted to verify the validity and predictability of the samples based on the technology acceptance model (TAM) in this study. According to the findings of this research, to ensure better promotion results and wider application of dry-mix mortar, it is suggested that more systematic efforts be invested in promoting the usefulness and benefits of dry-mix mortar. The model developed in this study can provide helpful references for future research and promotion of other green materials.