綠建築之消費者行為分析-結構方程模型研究

Analysis of Consumer Behavior in Green Buildings – A Structural Equation Modeling Study

宋承洋(Cheng-Yang Sung)

指導教授 ： 荷世平

國立臺灣大學/工學院/土木工程學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202002691

摘要

全球氣候快速變遷，溫室效應導致各地氣候皆產生劇烈變化，當然台灣暖化情形也日漸嚴重，因此台灣政府為了跟上全球趨勢，積極發展綠建築技術和建立一個舒適健康及環保的居住環境，透過政策鼓勵各方參與興建綠建築，並將綠建築列為未來重要興建工程，必須納入考量的工程項目，將永續環保的概念融入建築物，且在整體營建管理的生命週期，均達到生態、節能、減廢、健康之目標。綠建築的推動成功與否，最不能缺少的因子為不動產市場的接受與支持，若消費者不願意接受綠建築所衍生的額外成本，綠建築的推動仍難以成功，故本研究將從建設方的角度，探討使用者或消費者對於綠建築的認同度以及購買意圖的推測。本研究藉由台灣內政部統計數據及市場問卷調查資料，採用結構方程模型（Structural equation modeling, SEM）研究方法，設定綠建築認知度與消費者特性等構面之間的因果關係，分析綠建築標章在台灣20年內正式公告受理申請至今，消費者對於建築物取得綠建築標章的購買意願及影響，並將先採用計量實證研究方法後，與結構方程模型做結果的比對。
分析成果指出，購買綠建築之行為態度是影響購買綠建築之意願最關鍵因子，並購買意願態度中又以個人效益為最主要之原因，因此若要提升綠建築的市場普及程度，政府須提出有利消費者之政策，並與建商協商如何將消費者效益商品化或具體呈現，本研究之成果可提供亞洲許多地峽人稠的國家做為未來在綠建築標章規劃設計，或政策制定與宣導之參考，期待綠建築在未來推動上能更加順利。

關鍵字

綠建築 ； 不動產市場 ； 結構方程式(SEM) ； 問卷調查 ； 購買意願

並列摘要

The global climate is becoming ever more serious, and the greenhouse effect is leading to dramatic changes everywhere around the globe. Taiwan’s climate situation is no exception; therefore, in order to keep up with the global trends, the Taiwanese government actively develops green building technology in order to build a comfortable, healthy and environmentally friendly living environment. These policies encourage all parties to participate in the construction of green buildings, and considers them as important construction projects for the future. Therefore, engineering project management must integrate sustainable environmental protection in order to achieve ecological, energy saving, waste, and health goals throughout the life cycle of the construction project.

Under this light, the acceptance and support of the real estate market is the factor which could most likely influence the successful promotion of green buildings. Hence, the unwillingness of consumers to accept the additional costs derived from this type of constructions, could hinder their adequate promotion.

For these reasons, this study used a self-made database and market questionnaire surveys to analyze the green building label in Taiwan for the last 20 years, and set a causal relationship between green building awareness, consumer characteristics and other aspects through the use of the structural equation model Structural Equation Model (SEM) research method.

The analysis identified a person’s attitude driven by personal interests as the most critical factor that affects a consumer’s expectations for buying green buildings. Therefore, in order to increase the influence of green buildings in the market, the government must provide favorable policies, based on a consensus between consumers and builders, on how to effectively commercialize or specifically present these products.

The results of this research can provide many densely populated Asian countries with future plans for green building label design or policy formulation, and at the same time provide smooth promotion of the green building policies in the future.

並列關鍵字

green building ； real estate market ； structural equation ； questionnaire survey ； purchase intention

參考文獻

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