綠建築消費者行為之模型與綠建築策略之意涵－基於對日本之實證研究

氣候變遷議題促使人們之環境保護意識日益增強、對於永續環境發展十分重視，因此，居住生活環境與建築空間成為學術界與實務界的關注焦點。然而，儘管世界先進國家已經為推動綠建築並做出了數十年的努力，在推行綠建築的實施上卻似乎遠低於預期應有之成效。例如，日本自2001年開始實施CASBEE「建築環境綜合性能評估系統」，即日本綠建築之認證與標章系統，但是經過20年的實施，綠建築標章之認證數量卻僅約為31,901例。我們認為，日本綠建築推行成效不佳很可能源於缺乏對綠建築消費者行為的了解，導致綠建築政策成效不彰以及沒有被市場廣泛接受。本研究旨在提出綠建築之消費者理論模型，主要關注影響消費者購買意願的因素，並且針對所提出之模型進行實證研究，最後我們根據理論之實證結果，提出可供政府參考之綠建築推動政策以及可供開發商參考之綠建築開發策略。

關鍵字

綠建築；消費者行為；實證分析；永續發展；策略

並列摘要

Due to the threats of climate change, people's awareness of environmental sustainability awareness has largely increased. As a result, the living environment and buildings have become a mainstream of sustainability development. However, although the many leading countries in sustainable development have made decades of efforts to promote green buildings, the development of green buildings are far from success. For example, in Japan, the CASBEE "Comprehensive Assessment System for Building Environment Efficiency," the certification system for green buildings, has been implemented since 2001, up to date, the number of green building certifications is only about 31,901 cases. We argue that the lack of understanding the market demand and consumer behaviors in Japanese green buildings may be one of the main reasons why green buildings are not widely accepted or adopted in the market. This research is to study the GBs' consumer behaviors in Japan by proposing a theoretical model of green building consumer behaviors and empirically testing the model. We focus on the factors that may influence the consumer's willingness to buy (WTB) certified green buildings. Lastly, based on the empirical results, we derive strategic implications on how governments and organizations that are associated with advocating green buildings can more effectively and successfully promote green buildings.

並列關鍵字

green buildings ； empirical analysis ； consumer behaviour ； sustainable development ； strategies

參考文獻

Jam Shahzaib Khan, Rozana Zakaria, Siti Mazzuana Shamsudin, Nur Izie Adiana Abidin, Shaza Rina Sahamir, Darul Nafis Abbas and Eeydzah Aminudin., “Evolution to Emergence of Green Buildings: A Review,” Adm. Sci. Vol. 9, No. 1, 6 (2019). https://doi.org/10.3390/admsci9010006。

Dana Kiselakova, Małgorzata Stec, Mariola Grzebyk, Beata Sofrankova., “A Multidimensional Evaluation of the Sustainable Development of European Union Countries – An Empirical Study,” Journal of Competitiveness, Vol. 12, No. 4, pp. 56-73 (2020). https://doi.org/10.7441/joc.2020.04.04。

Sun, C. Y., Chen, Y. G., Wang, R. J., Lo, S. C., Yau, J. T., and Wu, Y. W., “Construction cost of green building certified residence: A case study in Taiwan,” Sustainability, Vol. 11, No. 8, p. 2195 (2019). https://doi.org/10.3390/su11082195。

Beibei Yue, Guanghua Sheng, Shengxiang She and Jiaqi Xu., “Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity,” Sustainability, Vol. 12, No. 5, p. 2074 (2020). https://doi.org/10.3390/su12052074。

Albert Ping Chuen Chan, Amos Darko, Ernest Effah Ameyaw., “Strategies for Promoting Green Building Technologies Adoption in the Construction Industry—An International Study,” Sustainability, Vol. 9, No. 6 (20179)6. https://doi.org/10.3390/su9060969。

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