綠建築住宅之消費者行為模型、實證研究與推動策略

Abstract

綠建築目前被世界各國公認為提升居家生活品質與減少環境衝擊的策略之一。然而，LEED和BREEAM等先進國家標準已經推行了三十多年，儘管如此，綠建築住宅實施的成效仍無法令人滿意。過去綠建築在「供給面」投入大量技術與設備的研究，以及不斷地致力於標準與方法的審核，但是綠建築住宅的普及程度仍遠遠不足。因此，問題幾乎可以肯定的是出在市場「需求面」。本研究之方法與設計根據探討文獻回顧法與理論建構法，從消費者行為的感知行為控制與動機之一般理論概念作為基礎，延伸限制與價值之關注構面與促進之策略，演化綠建築住宅消費者行為理論形成之構面，推導綠建築住宅的概念模型，進而推導綠建築驅動因素，主要聚焦於刺激消費者購買意願的因素，採用實證研究法對模型進行實證評估分析，並得出綠建築住宅消費者行為推動策略之意涵。為了調查所提出模型的實證支持和通用性，我們對日本和莫三比克這兩個截然不同的國家進行了實證研究的比較。結果表明，消費者的經濟能力動機、環境道德動機和社會心理動機對綠建築住宅的購買意願有顯著影響，顯示該模型具有通用性，可普遍適用於其他國家。整體來說，本研究的貢獻是建立一個具有策略導向的綠建築理論之文獻以及具有通用性的消費者行為模型，實證所得結果，對政府相關單位與開發商提出綠建築推動政策思考與策略推行之建議參考。同時，藉由自然現象與物理學觀察，從理論推理所隱含的通則，根據歸納與綠建築設計效應評估，基於演繹法應用發展適用於不同社會、文化、經濟背景國家標章認證制度的擬議，是一項可行且有效的方案，可以做為莫三比克或低度開發國家推行綠建築標章認證之通用版本與應用實施之基礎。

Green buildings are currently recognized by countries around the world as one of the strategies to improve the quality of home life and reduce environmental impact. However, while well-established standards such as LEED and BREEAM have been promoted for more than thirty years, the prevalence of residential green buildings is still far from satisfactory. Given the past intensive efforts such as technology and equipment research on the "supply" side of green buildings, especially the development of standards and technologies, it is almost sure that the problem is on the "demand" side of the marketplace. The method and design of this study explores the literature review method and theory construction method. Starting from the general theoretical concepts of perceived behavioral control and motivation of consumer behavior, the focus of constraints and values and the strategies for promotion are extended to evolve the dimensions of the formation of green building consumer behavior theory, develop a conceptual model of green building residences, and then deduce the driving factors of green buildings, focusing mainly on the factors that motivate consumer purchase willingness. The empirical research method is used to conduct empirical evaluation and analysis of the model, and the implications of green building consumer behavior promotion strategies are derived. To investigate the proposed model’s empirical support and generality, we conducted a comparative empirical study of Japan and Mozambique, two distinctively different countries. The results show that the consumers' economic ability and motivation, environmental morality motivation, and socio-psychological motivation have significant effects on the purchase intention toward residential green buildings and that the proposed model has generality and, thus, is applicable to other countries. Overall, the contribution of this study is to establish a green building theory literature with a strategic orientation and a universal consumer behavior model. The empirical results provide references for government agencies and developers to consider green building promotion policies and strategies. At the same time, through natural phenomena and physical observations, from the general principles implied in theoretical reasoning, based on induction and green building design effect evaluation, the proposal to develop a national certification system applicable to different social, cultural and economic backgrounds based on deductive application is a feasible and effective solution, which can serve as the basis for the general version of the implementation of green building certification applications in Mozambique or emerging countries.