Abstract

The rapid development of industrialization all over the world has caused the acute climatic anomaly increasingly subsequent to the 21^st century. The traditional building is as the industry with energy consumption, pollution and non-environmental sense. Hence, the concept of green building has been the most effective strategy to mitigate the deterioration of the environment of urban building. The design and evaluated mechanism, the strategic boost of government and related legislation of green building were explored from the former literatures. The study of related marketing issues of green building has rarely been researched. In view of this, the study has constructed 18 crucial factors regarding the influence on consumers’ purchase on green buildings in Taiwan from the literature reviews and Delphi technique. Fuzzy Analytic Hierarchy Process (FAHP) was adopted to analyze the relative weight and the ranking of significance from individual factor. The result appeared the top 5 crucial factors that influenced consumers purchasing green buildings in Taiwan are the price of green building, the level of environmental awareness, green building material and internal structure, the level of green consumption and income in subsequence. The decision-making of the consumers would not be influenced by the green building label, the gender and the age, the environmental propaganda of government, the value of mainstream culture and economic conditions. The empirical result of study is able to be used as the reference that the government establishes the policy of green building impetus and the real estate deal plans the strategy of green building marketing.

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