目前全球皆關注於「永續發展」的議題上，在建築議題上提出了「綠建築」的概念，各國也陸續提出各自的綠建築評估系統與標章。綠建築標章可使消費者與業主能夠更容易辨識綠建築。而目前僅有公共建築必頇強制申請綠建築章，私部門並未強制申請，因此民間的申請比率較低。以2009 年為例，當年度在台灣申請建築物之使用執照有16,770 件，而進行申請綠建築標章的民間建築
僅有27 件。民間申請意願不高的現象，也代表綠建築標章的推廣工作仍然需要加強。
國內過去的綠建築研究，主要集中於技術面的九大指標與政策制度，在產業角色方面的討論主要也集中於消費者，對於開發商的討論似乎不足，本研究欲圖補足研究文獻對於開發商討論不足的部分，實證台北地區開發商對於綠建築標章之態度、主觀規範與知覺行為控制等行為信念，本研究也欲探討有無綠建築標章經驗的開發商，其行為信念上的差異。
本研究同時採用了問卷調查與深度訪談兩個研究方法。問卷調查主要為採
用全體發放的郵寄問卷，針對台北市建築開發商業同業公會的開發商進行綠建
築標章的行為意願與實際行為的企業行為調查分析，共發出1,023 份問卷，回收有效問卷93 份，有效回收率為9.09%。利用SPSS 與Amos 兩個統計軟體進行基本統計分析與線性結構方程式(SEM)，並對於研究假說進行檢定；深度訪談則訪談了8 家開發商，以確認實施阻礙與各個產業角色對於開發商的影響。
本研究經過分析整理後，得出以下結論：
1.開發商的「資本額」與「員工數」越多，申請綠建築標章的實際行為比例
越高。目前申請綠建築標章的開發商，多為「資本額10 億元以上，員工數20 人以上」的大型開發商。
2.開發商申請綠建築標章的行為動機，分別為「法令要求」、「容積獎勵」、「景氣不好」、「品牌形象」。
3.綠建築標章主要的實施阻礙部分，全體開發商皆認為「增加施工成本(4.12)」、「獎勵誘因不充足(4.12)」、「行政程序不夠快速(3.88)」、「綠建材來源不足(3.68)」、「增加施工時間(3.57)」，是綠建築標章的前五大實施阻礙；但有綠建築標章經驗的開發商，則認為第五項實施阻礙為「營建契約不夠明確(3.43)」。
4.有無綠建築標章經驗的開發商，兩者之間的明顯認知差異項目為：態度的「提升企業形象」與「環境意識」；主觀規範的「建築師」；知覺行為控制的
「降低財務獲利」與「使用效益只由消費者享受」；行為意願的「提升社會大
眾認同度」。
5.開發商的「態度」，對於申請綠建築標章的行為意願有正面顯著的影響。政
府推廣綠建築標章時，必頇注意開發商對於綠建築標章的態度與看法。
6.開發商的「主觀規範」，對於申請綠建築標章的行為意願的影響並不顯著。
可能原因為其他產業角色缺乏綠建築標章住宅產品的理解與市場需求，開發
商不需要作出主動回應。
7.開發商的「知覺行為控制」，對於申請綠建築標章的行為意願的影響並不顯
著。可能原因為多數開發商缺乏申請綠建築標章的行為經驗，對於後續的實
施阻礙並不了解。

For now, the world focus on the topic of sustainable, through the concept and technique of“Green Building”. Many countries had developed their own green building assessmentsystems and certifications. The reason of Green Building Certification is, to be acomparable performance benchmark and let owner and consumer identify green building
more easily. The duty of promotion the certification could not be easily done only by publicsector, but together with private sector. The private sector has not forced to apply for thecertification yet, the amount of certification is few. For example, the amount of buildingusing license is 16,770 cases, but in the mean time, the certification of green building isonly 27 cases. It shows the promotion has not in a successful result.
The past researches of green building focus on the policies and technical index and thediscussion of role focus on consumer, so the discussion of developer merely exist. Hence,this paper tried to supply the shortage of discussion on developer. To empirical the attitude,subjective norms, perceived behavior control’s affect to the willingness of the usage ofgreen building certification. Also, make a discussion of behavioral beliefs difference of developers with experiences or not.
The research method of this paper are questionnaire survey and in-depth interviews.Respondents are developers of Taipei development industry trade association. To analyze
the willingness of usage of green building certification, and analyze the actual behavior ofthe enterprise. 1,023 questionnaires has been issued, 93 has returned with validity, thevalidity rate is 9.03%. Using statistical software of SPSS and Amos to do basic statistical
and structural equation model(SEM) to confirm the hypothesis. Besides, 8 developers has been interviewed, to confirm the effect of barriers and roles to the developer.
After analyzed these data, the conclusion made below：
1.The more capital and employee numbers, the more actual behavior found in developers.For this paper, mostdevelopers have used green building certification were huge developers,
and most of them “capital numbers more than 1 billion NT” and “employee numbers morethan 20 people”.
2.The behavior motivation for developers are “legal request”, ”FAR incentive”,“economic depression” and “brand image”.
3.The top 5 of implementation barriers are “increasing construction cost(4.12)”, “short of incentives(4.12)”, “slow movement of administration procedures(3.88)”, “few source of green building materials(3.68)”and “increasing construction period(3.57)”.
4.The difference between developers with experience or not, are “increasing brand image” and “environmental awareness” in Attitude, “architect” in Subject Norms, “decreasing
financial benefit” in Perceived Behavior Control and “increasing social identity” in Willingness of Behavior.
5.The “Attitude” of developer has a significant positive effect toward willingness of behavior. If so, government should pay attention to the attitudes and views of developers.
6.The “Subject Norms” of developers has no significant effect toward willingness of behavior. The possible reason maybe other roles in the market short of awareness and demand.
7. The “Perceived Behavior Control” of developers has no significant effect towardwillingness of behavior. The possible reason maybe most of developers short of experience
of application of green building certification, short of understanding toward the follow-up barriers of implementation.

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二、中文參考書目
內政部建築研究所(2006)，綠建築產業發展與推動策略研究: 內政部建築研究所。
方嘉琳(2005)，「由消費者觀點探討住宅產品綠色行銷之研究」，國立高雄大學都市發展與建築研究所碩士論文。
台灣建築研究中心(2010)，綠建築標章-核可案件公告，查詢日期2010-11-21，網址：http://www.tabc.org.tw/tw/modules/news/article.php?storyid=280。
江美珍(2008)，「資訊系統特質對中小企業ｅ化滿意度影響之實證研究」，國立中正大學會計與資訊科技所碩士論文。
行政院(2010)，生態城市綠建築推動方案(修正案)核定本，行政院。
吳依妮(2004)，「上市建築開發業公司治理與開發決策過程之研究」，國立台北大學地政學系碩士論文。
吳明隆(2009)，結構方程式-方法與實務應用(附光碟). 高雄: 麗文文化事業機構。
吳明隆、涂金堂(2006)，SPSS與統計應用分析: 五南圖書出版股份有限公司。
吳萬益(2000)，企業研究方法. 台北: 華泰書局。
李秉耕(2006)，「以消費者立場探討綠建築之居住使用滿意度研究」，中華大學營建管理研究所碩士論文。
林左裕(2003)，不動產投資管理，台北: 致勝文化事業有限公司。
林政誼(2003)，「綠建築獎勵業主措施及其執行機制之研究」，國立台北科技大學建築與都市設計研究所碩士論文。
林憲德(2010)，綠建築解說與評估手冊(2009年版)，台灣: 內政部建築研究所。
邱騰誼(2007)，「設計者對「綠建築」之認知及影響「綠建築設計」行為意向因素之研究-以中部地區為例」，國立臺中教育大學環境教育研究所碩士論文。
高養安(2009)，「台中地區的綠建築發展現況與評估調查」，亞洲大學生物資訊學系在職專班碩士論文。
張文玲(2007)，「ERP與電子流程管理系統整合關鍵因素之研究」，靜宜大學資訊管理學系研究所碩士論文。
張桂鳳、江哲銘、周伯丞(2007)，「永續建築評估工具 GBTool2005 本土適用性之研究」，建築學報, 60, 177-196。
許景翔(2009)，「小型建商在台北市精華區預售屋市場之策略行銷分析」，國立政治大學經營管理碩士學程(EMBA)碩士論文。
連偉耀(2008)，「土地開發決策對都市環境綠化之影響－以花蓮市美崙地區三個開發案為例」，國立東華大學環境政策研究所碩士論文。
陳文輝(2002)，「資訊科技策略意圖和擴散程度對EDI績效之影響─以資訊業的EDI為例」，朝陽科技大學企業管理系碩士論文。
陳雅芳(2005)，「綠建築獎勵執行機制之研究」，國立臺北科技大學建築與都市設計研究所碩士論文。
曾松昱(2005)，「開發商差異投資行為－以高雄市為例」，國立成功大學都市計劃學系碩士論文。
曾俊嘉(2007)，「集合住宅中室內建材設備與綠建築弱項指標之影響探討」，國立高雄第一科技大學營建工程所碩士論文。
黃亮達(2002)，「綠建築推動因素與指標評估系統應用之研究」，南華大學環境管理研究所碩士論文。
黃振東(2009)，「中小學校綠建築之日常節能、基地保水、綠化量及水資源成本效能分析」，逢甲大學建築所碩士論文。
黃輝雄(2005)，「高層集合住宅綠建築設計可行性評估－以高雄市民間開發案為例」，國立成功大學建築學系專班碩士論文。
楊珮珩(2002)，「住宅綠建築設計技術之研究─以都市地區集合住宅為例」. 中國文化大學建築及都市計畫研究所碩士論文。
溫雅貴(2003)，「綠建築標章應用在住宅類建築接受態度之研究--以綠色消費觀點探討」，國立臺灣大學土木工程學研究所碩士論文。
經建會(2008)，節能減碳行動方案，行政院經建會。
劉慶平(2008)，「綠建築專章管理制度之研究」，國立台北科技大學建築與都市設計研究所碩士論文。
劉賢樹(2004)，「符合綠建築基本指標之成本分析研究-以集合住宅四項評估指標為例」，國立中央大學土木工程學系碩士在職專班碩士論文。
環保署(2010)，溫室氣體排放統計，查詢日期 2010-09-01, 網址：http://www.epa.gov.tw/ch/artshow.aspx?busin=12379&art=2009011715443552&path=12437 。
蘇振賢(2009)，「綠建築應用對台灣建設公司經營競爭優勢之影響研究」，朝陽科技大學營建工程系碩士論文。

三、個人通訊與深度訪談紀錄(按英文字母排序)
1. A建設公司副理，2011/04/28，個人通訊
2. B建設公司協理，2011/04/28，深度訪談
3. C建設公司副總經理，2011/04/25，深度訪談
4. D建設公司總經理，2011/04/25，深度訪談
5. E建設公司總經理，2011/04/27，深度訪談
6. F建設公司工務經理，2011/04/26，深度訪談
7. H建設公司負責人，2011/04/26，深度訪談
8. G建設公司專案經理，2011/04/27，深度訪談