Promotion strategies and implementation paths for green building certification system based on diffusion theory

Purpose: To address the lack of systematic promotion paths for green building certification systems, an analytical framework integrating social network dynamics and adaptive optimization was built to boost efficiency and cut costs. Methods: A multi-dimensional model was developed using diffusion theory, combining social network analysis, incentives, and dynamic feedback. PSO algorithm with dynamic inertia weight was adopted. Five strategies were tested with data from a Yangtze River Delta city. Results: Within 12 months, the integrated strategy had 530 certifications, 94.9% more than the traditional 272. Its unit cost was ¥33,900, 35.9% lower. Participant growth reached 84%, outperforming single strategies. Conclusion: The integrated strategy, via key node identification, graded incentives, and dynamic allocation, improved promotion effectiveness, offering a new path for the industry.