綠建築推廣策略之影響因子評估

本研究的目的在於以綠色消費觀點來探究住宅類綠建築的推廣策略，並就其影響因子進行權重評估。研究對象為具綠色背景的產、官、學界的消費者，共回收有效問卷40份；研究方法為綜合文獻探討與專家訪談，歸納綠建築的推廣策略及衡量指標，並應用模糊層級分析法（FAHP）得到各指標之相對權重。研究發現：（1）前瞻性的政策與法規對綠建築推廣效益之影響最為關鍵；（2）獎勵補助及減稅措施是消費者選購綠建築住宅最期待的誘因；（3）針對綠建築的環保概念及提升生活品質的廣告實體驗證，是政府與業者需強化的行銷組合；（4）綠建築推廣成效牽涉消費者主觀與心理的評價，具不精確性，故應導入模糊理論概念，考量消費者的偏好及行為的不確定性，增加評估指標的效度。

關鍵字

綠建築；綠色消費；推廣策略；模糊層級分析法

並列摘要

The purpose of this study is to investigate the popularizing strategies of green building from the aspect of green consumption, and to analyze the effect of the determinants. The research objects include experts and scholars with green backgrounds or standpoints. 40 valid questionnaires were retrieved. The popularizing strategies and measurement indicators of green building are induced via a comprehensive literature review and in-depth expert interview. Afterwards, Fuzzy Analytic Hierarchy Process (FAHP) is applied to obtain the relative weights of each measurement indicator. The empirical results show that: (1)Proactive policies and regulations affect mostly the popularizing effect of green building; (2)Financial support and tax reduction policies are the main incentive for consumers to choose green buildings; (3)Government and industry need to strengthen advertising of physical verification for the concept of environmental protection and enhanced quality of life of green buildings;(4)Because the popularizing effect of green building involves consumer's subjective judgment, the fuzzy theory is added to increase the validation of measurement indicators.