In recent years, environmental problems in the construction industry have become increasingly prominent and need to be improved. The production and use of building materials remain one of the main causes of various eco-environmental problems in the construction industry. Compared with traditional building materials, green building materials are environmentally friendly and safer to the human body. Therefore, the promotion of green building materials in the construction industry can handle the eco-environmental problems of the industry to a great extent, and promote the green and low-carbon development of the industry. As the main buyer of building materials products, developers shoulder the responsibility of promoting the development of green building materials. The research on the green purchasing behavior of developers is conductive to winning a good reputation for developers and promoting the sustainable development of the construction industry. However, few scholars have focused on the in-depth research on the impact of developers’ green procurement behavior. Based on the theory of planned behavior, this study analyzes the problem of the developers’ green procurement using the structural equation model in the way of the questionnaire. The results showed that subjective norms and perceived behavior control factors exerted a significant influence on developers’ green procurement (GP) behavior attitude. The subjective norm, perceived behavior control, and other factors indirectly affected developers’ GP behavior through behavior intention. The influence mechanism of perceptual behavior control on developers’ GP behavior is more complicated, and the degree of influence is the greatest among the three kinds of factors. According to the research results, this paper puts forward some suggestions to promote developers to actively implement GP behavior. The results help to promote the GP behavior of developers and promote the planning development of green buildings. In addition, on the basis of a quantitative theoretical model, this paper finds out the key factors that influence the behavior of GP from the point of view of developers, enriches the theory and method of GP research, as well as complements the related literature of GP research. Future research will explore GP behavior from the perspective of other stakeholders and from the developers’ internal level.
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