摘要：随着城市化进程的推进，我国进入了建筑业的蓬勃发展时期，新建建筑目前耗费了大量的自然资源和能源。绿色建筑是帮助缓解建筑存量对环境影响的方法之一。然而，大多数绿色建筑都位于中国经济较发达的东部地区。在中西部地区的发展中，绿色建筑很少。低收入很容易被认为是障碍，但检验这一假设的研究很少。本文作者选择经济欠发达的山西省作为调查区域，对这一问题进行调查。本文基于Howard Sheth模型构建了一个消费者行为框架，探讨了影响人们支付意愿的关键因素，并对山西省研究区进行了问卷调查。采用logistic回归和交叉表法对调查数据进行分析。结果表明，与收入相比，绿色建筑相关知识和环保意识对绿色建筑WTP的影响更显著。在此基础上提出了几点建议，包括:对建筑施工单位采用绿色设施提出一定要求;加强绿色建筑的宣传等。本研究调查了该地区人们对绿色建筑的真实态度，发现该地区的WTP较高，值得相关利益相关者在未来进一步关注。
关键词：绿色建筑，支付意愿，Howard-Sheth模型，增量成本，三星标准，中国
Abstract: With the process of urbanization, China has entered into a booming of construction, and new buildings currently cost large quantities of natural resources and energy. Green Buildings are one of the approaches being implemented to help to mitigate the impacts of the building stock on the environment. However, the majority of green buildings are located in eastern region of China where the economies are more developed. For developing regions in the middle and western regions, green buildings are few. Low income is easily assumed to be the barrier, but research performed to test this assumption, is scarce. The authors of this paper chose Shanxi Province, a less developed region, as the area of investigation to investigate this issue. The authors developed a framework of consumer behaviour based on the Howard Sheth model to find the key factors that affect people’s willingness to pay (WTP), for which a questionnaire survey was conducted in the study area in Shanxi Province. The survey data were analysed by logistic regression and cross tabulation methods. The results revealed that rather than income, the knowledge related to green buildings and awareness of environmental protection had significant impacts upon green building WTP. Based on the analyses, several suggestions were developed, including: imposing certain demands on constructors of buildings to adopt green facilities, improving the publicity of green buildings, etc. This study investigated people’s real attitudes toward green building and found a high WTP in the region, which deserves further attention from the relevant stakeholders in the future.
Key: Green buildings, Willingness to pay, Howard-Sheth Model, Incremental cost, Three-star standard, China
全文: DOI