中華民國內政部建築研究所中華民國內政部建築研究所

一、研究緣起
綠建築友善環境的理念，係為追求永續發展中重要的一環，我國也積極推動綠建築發展之相關政策，包括以法令要求建築規模較大者須取得綠建築標章，或以容積獎勵鼓勵建商申請綠建築標章等方式，而近年來企業社會責任的興起，也讓許多建商基於永續發展理念之企業精神下，開始重視綠建築標章。
惟就我國目前房屋市場而言，綠建築仍屬稀少，為使綠建築之占比提升，本研究透過建商申請綠建築標章因素進行探討，嘗試釐清建商申請綠建築標章之主因與誘因。除分析建商角度外，本研究亦從消費端進行分析，透過綠建築銷售行銷策略，釐清消費者在購買綠建築時所重視之項目 
此外近年來政府積極推動內政大數據之資料建置，希望透過大數據之資料分析以達到數據支持決策之目標，另一方面，實價登錄2.0於2021年正式上路，交易資訊揭露之門牌，不僅使交易市場更為透明，也有更多交易資料可進行市場分析，因此本研究也將嘗試結合內政大數據與實價登錄資料庫分析綠建築房產價值與特性，以作為提出相關政策之依據。
二、研究方法及過程
本研究首先透過文獻回顧，統整國內外有關開發商申請綠建築標章之因素、綠色行銷之概念與消費者購買綠建築的考量，後續則透過深度訪談專家以了解建商實務上申請綠建築標章因素之考量，以及代銷業者行銷綠建築時所著重的特徵。後續透過李克量表之方式向開發商與代銷業者進行問卷調查，以釐清申請綠建築標章之主因與誘因與綠建築在銷售時的定價行銷策略。大數據部分則藉由實價登錄資料，以特徵價格模型與多元迴歸分析，進行綠建築溢價之實證分析，另亦透過內政大數據之資料庫進行綠建築用水量與屋主特性之分析。
三、重要發現
（一）本研究透過文獻回顧將建商申請綠建築標章之因素統整為七大因素，分別為法規要求、容積獎勵、財政獎勵、企業社會責任、提高投資回報率、產品定位與品牌形象等七項，向建商進行問卷調查後發現，影響建商申請綠建築標章以容積獎勵、企業社會責任、品牌形象與法規要求等因素為主。
（二）透過文獻回顧與訪談後發現，就代銷角度而言，行銷綠建築特徵比標章等級重要，而與生活品質有關之特徵又更為重要。透過問卷調查代銷人員行銷綠建築特徵之重要性排序後，結果亦指出與室內環境指標有關特徵幾乎名列前茅，顯見提升生活品質仍為消費者購屋最在意之事。而消費者直接有感的經濟利益如房屋標準單價折減與綠建築優惠低利貸款，排名皆較為後面，可能是由於代銷業者也不清楚這方面之資訊。
（三）本研究透過內政大數據分析整體開發區之綠建築屋主特性與用水量，發現對於綠建築所有權人與非綠建築所有權人無論在教育程度、薪資水準與婚姻狀態，皆未有顯著差異；用水量部分，在新莊副都心的分析結果中，綠建築單位面積用水量顯著低於非綠建築，節水效益明顯，而在高鐵桃園特定區綠建築家戶平均用水顯著低於非綠建築，但單位面積用水則高於非綠建築。透過面積分群分析之後則發現，在常見的面積區間中，綠建築相較於非綠建築具有顯著節水效益。
（四）本研究以新莊副都心與高鐵桃園特定區兩個整體開發區作為綠溢價分析研究範圍，研究顯示在新莊副都心的綠建築溢價率達13.31%，銀級與黃金級則分別為13.43%與12.42%；在高鐵桃園特定區的綠建築溢價率則為7.14%，銀級與黃金級則分別為5.65%與15.03%。從結果可以發現綠建築溢價確實存在，此外桃園青埔地區實證樣本中，具綠建築標章樣本比例為47.7%，而新莊副都心僅18.48%，也因此可以推論，在綠建築標章普及率較高之地區，綠建築溢價效果將略趨於偏低。
四、主要建議事項
本研究就進行分析建商申請綠建築標章之主因誘因、分析代銷業者對綠建築之定價行銷策略以及透過內政大數據與實價登錄資料進行分析，基於本研究結果，提出以下兩點建議：
建議一
定期舉辦宣導講習推廣綠建築隔音、採光與對流等優化室內環境品質之優勢：立即可行建議
（一）主辦機關：內政部建築研究所
（二）協辦機關：社團法人台灣綠建築發展協會
（三）建議內容：
綠建築節能節水環境永續及健康是綜合性目標，根據文獻回顧與向代銷業者發送之問卷結果指出隔音、採光與對流等優化室內環境品質為消費者購屋時最為在意之項目，同時也是代銷業者最著重行銷之內容。因此若要從需求角度推動綠建築之發展，應使社會大眾了解綠建築於室內環境品質之優勢。故未來可透過舉辦宣導講習課程或實際綠建築案例參訪，邀請各界參與，藉以使社會大眾可以對綠建築隔音、採光與對流等優化室內環境品質之優勢與指標內容有更清楚的了解。
建議二
持續進行綠建築相關之大數據分析：中長期建議
（一）主辦機關：內政部建築研究所
（二）協辦機關：內政部資訊中心
（三）建議內容：
本硏究初步透過實價登錄與內政大數據分析得出綠建築確實存在綠溢價之情況，但在綠建築標章與未取得綠建築標章建築物之屋主特性分析中，並未發現顯著之差異。
惟在綠建築政策持續推動狀態下，綠溢價與綠建築所有權人特性皆可能發生變化，因此持續進行綠溢價與屋主特性之分析，應可作為檢視政策推動成效之方式。
此外，諸多研究文獻均提及，民眾之教育程度與經濟條件等背景因素，均可能造成綠色消費與綠建築採購意願之差異。故，持續進行綠建築相關之大數據分析，實為未來釐清並提出綠建築推動策略之重要工作項目。未來有關綠建築之推動當設法讓民眾購買房屋時將之納入考量要素之一，透過大數據分析與相關研究可篩選出較具綠色採購潛力之族群，最終研擬出促進其提升綠建築採購意願之對策。

I.Introduction
As a sustainable architectural concept, green buildings play a pivotal role in the pursuit of the goal of sustainable development and the earth’s environmental protection. Over the past few years, Taiwan has been actively promoting policies regarding the development and adoption of green buildings, including enacting laws requiring larger scales of buildings to obtain green building labels and encouraging the application of green building labels through floor area incentives. In addition, with the rise of Corporate Social Responsibility （CSR） in recent years, plenty of construction companies have begun to value the green building label and the corporate spirit of the concept of sustainable development.
However, green buildings are in a tiny minority in the housing market of Taiwan. To increase the proportion of green buildings, this study looks into the factors that affect the application of green building labels by construction companies. Aside from analyzing from the perspective of construction companies, this study also conducts an analysis of green building’s pricing strategy from consumers’ perspective, aiming to clarify the reasons why consumers choose to buy green buildings.
Furthermore, the government has actively promoted the construction of MOI Big Data in recent years, hoping to achieve the goal of supporting decision-making through data analysis of big data. On the other hand, Actual Price Registration 2.0 has been officially launched and implemented in 2021. The full disclosure of the address of the real estate transaction has not only made the real estate market more transparent but also allowed more transaction data for market analysis. Therefore, this study attempts to analyze the value and features of green buildings by combining MOI Big Data and Actual Price Registration 2.0 database as the fundamental to proposing relevant policies.
II.Research Methods and Process
First, through domestic and foreign literature review, this study unifies the factors of construction companies applying for the green building label, the concept of green marketing, and consumers' considerations when purchasing green buildings. Next, through in-depth interviews with experts, this study clarifies the factors that construction companies consider when applying for green building labels and the green building features that real estate agents focus on when selling green buildings. Then, a Likert scale questionnaire was conducted by construction companies and real estate agents to clarify the main reasons and incentives for applying for the green building label and the pricing and marketing strategies of green buildings. Based on the actual price registration data, this research uses hedonic price model and multiple regression analysis to conduct an empirical analysis of green building premium. The water consumption of green buildings and the characteristics of the owners are also analyzed through the database of MOI Big Data.
III.Major Outcomes
1.Based on the literature review, this study unifies the factors for construction companies to apply for green building labels into seven factors - regulatory requirements, floor area incentives, financial incentives, corporate social responsibility, improved return on investment, product positioning, and brand image. After conducting a questionnaire survey with the construction companies, this study found that factors such as floor area incentives, corporate social responsibility, brand image, and regulatory requirements are the main reasons for construction companies to apply for the green building label.
2.This study found that when it comes to marketing, the label level itself is not as important as the features of green buildings, among which the ones related to the quality of life are the most important. After ranking the importance of marketing green building features through a questionnaire survey, the results also pointed out that features related to indoor environmental indicators are at the top. Improving the quality of life is still the most significant thing for consumers when buying a house. Economic benefits, such as housing tax relief and green building preferential low-interest loans, are all ranked lower. It is likely that real estate agents are not even aware of this information.
3.This research analyzes the characteristics of green building owners and water consumption in the integrated development zone using MOI Big Data. There is no significant difference between green building owners and non-green building owners regarding their education level, pay level, and marital status. In terms of water consumption, in the analysis results of Xinzhuang Fuduxin, the water consumption per unit area of green buildings is significantly lower than that of non-green buildings, and the water-saving benefit is significant. In the HSR Taoyuan specific district, the average household water consumption of green buildings is significantly lower than that of non-green buildings. However, water consumption per unit area is higher than in non-green buildings. Through the analysis of different groups of surface areas, this research found that green buildings with common surface areas have more significant water-saving benefits than that of non-green buildings.
4.In this study, two integrated development zone, Xinzhuang Fuduxin and HSR Taoyuan specific district, are used as the research scope of green premium analysis. The research shows that the premium rate of green buildings in Xinzhuang Fuduxin is 13.31%, and the premium rates of silver and gold are 13.43% and 12.42%, respectively. The premium rate of green buildings in HSR Taoyuan specific district is 7.14%, and the premium rates of silver and gold are 5.65% and 15.03%, respectively.
IV.Suggestions
1.Regularly hold publicity seminars to promote the benefits of indoor environmental quality of green buildings: Immediate actionable suggestions
1.1Organizer: Institute of Architecture, Ministry of the Interior
1.2Co-organizer: Taiwan Green Building Council
1.3Suggestions:
The literature review and the result of the questionnaire survey have shown that indoor environmental quality is what customers care the most when purchasing real estate, making it the selling point for real estate agents. Therefore, to facilitate the development of green buildings, it is necessary to make the public aware of the benefits of indoor environmental quality of green buildings. To be more specific, the authorities can hold publicity seminar  and hold visiting events to green buildings regularly to let the public be more aware of the indoor environmental quality of green buildings.
2.Big data analysis and observations should be continued: Medium- and long-term suggestions
2.1Organizer: Institute of Architecture, Ministry of the Interior
2.2Co-organizer:
2.3Suggestions:
Through actual price registration and MOI Big Data, this research confirmed the existence of the green premium and found no significant difference in the characteristics of homeowners. Therefore, to examine the effectiveness of policy promotion, it is necessary to continue analyzing the green premium and the characteristics of homeowners and comparing the results over the years.