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Green technology

Green Technology Innovation Decisions: A Study on Incentivizing Contractors

Strategic Insights

— 1 min read

A new study conducted by researchers at the Anhui University of Finance and Economics has shed light on the importance of incentivizing contractors to adopt green technology innovation (GTI) in the construction industry. The study, led by Malin Song, found that greenness preference and service quality preference have a positive impact on developers' and contractors' decisions and profits. The research also explored the effects of marketing effort cost coefficient and innovation capability on innovation levels, marketing effort levels, and developers' profits.

Key Takeaways:

  • The study constructed multiple incentive decision models based on contract theory to analyze developers' decision-making behaviors for incentivizing contractors' GTI under different incentive decision models.
  • The research found that greenness preference and service quality preference have positive impacts on developers' and contractors' decisions and profits.
  • Under the decision model based on innovation level, developers maximize profits, but their marketing effort levels and contractors' innovation levels are lower at this time.
  • Under the decision model based on cost-sharing, contractors have the highest innovation levels and achieve optimal profits, while innovation capability can promote innovative activities.
  • The results of the study have guiding significance for enhancing the levels of GTI and promoting the development of green buildings.

Statistics:

  • The study simulated the impacts of marketing effort cost coefficient and innovation capability on innovation levels, marketing effort levels, and developers' profits.
  • The results showed that greenness preference and service quality preference have positive impacts on developers' and contractors' decisions and profits.
  • The study concluded that innovation capability can promote innovative activities and optimal profits for contractors.

Sources:

  • A Model and Simulation Study of Developers' Multicontract Incentives for Contractors' Green Technology Innovation Decisions Considering Marketing Efforts and Innovation Capability. Energy & Environment, 2025;36(6):2665-2687.
  • NewsRx. New Green Technology Study Findings Have Been Reported by Investigators at Anhui University of Finance and Economics (A Model and Simulation Study of Developers' Multicontract Incentives for Contractors' Green Technology Innovation Decisions ...). Marketing Weekly News. September 13, 2025; p 68.

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