What are the differences in urban citizens' preferences for the colour of condominium building facades?

The colour of a building facade is an important attribute that significantly influences consumers' purchasing intentions towards commodity buildings. This influence is often reflected in transaction prices, allowing researchers to extract consumers' colour preferences and analyse their psychological states. However, there is a significant lack of relevant research in this area. Therefore, this research is the first attempt to explore urban consumers' preferences for the colour of building facades using a housing price measurement system. It also conducts comparative analyses of the consumption psychology of different homebuying consumer groups. The innovative approach in this research can serve as a reference for exploring similar issues in other regions worldwide, and the empirical results of this research hold important professional value for fields such as social psychology and urban planning. Specifically, this research takes the city of Fuzhou, China, as an example, and it uses cross-sectional transaction data from second-hand residential communities in 2020 as its research reference. Through economic and geographical research methods, this study explores consumers' preference for colour among various consumer groups. The research reveals that the overall homebuying consumer groups in Fuzhou have specific preferences for the quantity and characteristics of facade colours. Furthermore, consumer preferences vary among different income levels and geographic locations of homebuying consumer groups. Finally, the research estimates the possible reasons for these preference differences.

Kaida Chen, Hanliang Lin, Oliver F. Shyr, Shuying You