The Study on Key Factors of Influencing Consumers Purchase of Green Buildings Application of Two-stage Fuzzy Analytic Hierarchy Process

Transcription

1 Internationa Business Research; Vo. 7, No. 6; 2014 ISSN E-ISSN Pubished by Canadian Center of Science and Education The Study on Key Factors of Infuencing Consumers Purchase of Green Buidings Appication of Two-stage Fuzzy Anaytic Hierarchy Process Shu-Hui Lan 1 & Tzu-Chun Sheng 2 1 Department of Marketing and Logistics Management, Ling Tung University, Taiwan, R.O.C. 2 Department of Finance, Ling Tung University, Taiwan, R.O.C. Correspondence: Tzu-Chun Sheng, Department of Finance, Ling Tung University, Taichung City, Taiwan, R.O.C. Te: E-mai: morgan1125@teamai.tu.edu.tw Received: March 25, 2014 Accepted: Apri 21, 2014 Onine Pubication: May 27, 2014 doi: /ibr.v7n6p49 URL: Abstract The rapid deveopment of industriaization a over the word has caused the acute cimatic anomay increasingy subsequent to the 21 st century. The traditiona buiding is as the industry with energy consumption, poution and non-environmenta sense. Hence, the concept of green buiding has been the most effective strategy to mitigate the deterioration of the environment of urban buiding. The design and evauated mechanism, the strategic boost of government and reated egisation of green buiding were expored from the former iteratures. The study of reated marketing issues of green buiding has rarey been researched. In view of this, the study has constructed 18 crucia factors regarding the infuence on consumers purchase on green buidings in Taiwan from the iterature reviews and Dephi technique. Fuzzy Anaytic Hierarchy Process (FAHP) was adopted to anayze the reative weight and the ranking of significance from individua factor. The resut appeared the top 5 crucia factors that infuenced consumers purchasing green buidings in Taiwan are the price of green buiding, the eve of environmenta awareness, green buiding materia and interna structure, the eve of green consumption and income in subsequence. The decision-making of the consumers woud not be infuenced by the green buiding abe, the gender and the age, the environmenta propaganda of government, the vaue of mainstream cuture and economic conditions. The empirica resut of study is abe to be used as the reference that the government estabishes the poicy of green buiding impetus and the rea estate dea pans the strategy of green buiding marketing. Keywords: extreme cimate, Fuzzy Anaytic Hierarchy Process (FAHP), green buiding, green consumption, green marketing, purchase intention 1. Introduction The rapid deveopment of industriaization a over the word has caused the acute goba warming on the earth increasingy subsequent to the 21 st century. Mankind consumed and destroyed environmenta resources on the earth so as to obtain the short-run benefit. The goba cimatic anomay caused huge frequent natura disasters, e.g. Super Typhoon Haiyan in the Phiippines in 2013 and Hurricane Sandy in the United States in The United Nation announced UN Goba Assessment Report on Disaster Risk Reduction in May, The announcement stated the economic oss in 56 nations around the word has accumuated US$2.5 triion. More than 310 natura disasters took pace in 2012, incuding food, tropica storms and the earthquakes, and more than one miion peope were affected. Mankind is supposed to focus on the issues of goba warming and the severe destruction of ecosystem cautiousy and address the response strategies as we. According to the statistics of the Centra Weather Bureau (CWB) in Taiwan, the temperature rises 1 to 1.39 per year averagey of the ast 100 years, which is as twice much as the goba genera average. Warming in Taiwan is more acute than any other paces in the word. Besides, water utiization and energy suppy in Taiwan are as a serious topic throughout on the ground of geographica environment. In the view of this, the aotment of resources and environmenta protection in Taiwan shoud be proposed more propery. The concept of ecoogica sustainabiity is supposed to regard the 49

2 deveopmenta issue as the core between government and peope (Grace, 2005). Sustainabe deveopment emphasizes the reationship between economic deveopment and environmenta protection shoud be vaued equay, which enabes the posterity of mankind to own the right of using the environmenta resources as we. Accordingy, sustainabe deveopment contains three principes as fairness, sustainabiity and commonaity. Undeniaby, the traditiona buiding, consumed the energy and caused the poution, is a poor environmenta industry. The fact of this has been verified by a number of studies and reports recenty. The research samping is taken from the buiding industry in the UK; Edwards (1998) stated 50% energy, 50% raw materias and 40% resources of a city are consumed by the buidings. It is urged that the government propose the measures of energy saving on buidings and the poicies of reated environmenta protection since the consumption of buiding occupied the massive resources on the earth. The concept wi be integrated into the green design, contained energy, environment and ecoogy to the future buidings in succession. Overa, the energy consumption of buiding division comprised about 45% of tota consumption in goba; furthermore, the emission of greenhouse gas aso made up 30%-40% of tota emission (Buter, 2008). Buiding industry consumes about 20%-40% of power energy per year in deveoped countries (Perez-Lombard, Ortiz, & Pout, 2008). The announcement of Energy Efficiency in Buidings announced the carbon emission from the buiding division, emitted the most carbon emission, has reached one-third of tota voume in the word (Word Business Counci for Sustainabe Deveopment (WBCSD), 2009). Roosa and Jhaveri (2009) pointed out the houses and business divisions in the U.S. not ony comprised 39% consumption of nationa energy consumption, but emitted 38% the emission of carbon dioxide. Architecture and Buiding Research Institute, Ministry of the Interior in Taiwan stated the rate of reiance on import energy is 99.7%, incuding 28.3% of nationa consumption by buiding industry. The cement voume of buiding industry in Taiwan has been the second argest country that produces 11 miion tons wastes per year. As a resut, the improvement of buiding design is a vita task for the time being. Aso, the concept of green buiding has been the most effective strategy to mitigate the deterioration of the environment of urban buiding. The environmenta protection and sustainabe deveopment are prompted by sustainabe buiding with great effects and assistance (Levin, 1997). Basicay, the appication of green concept enhanced the energy efficiency and the resource efficiency. The enhancement of energy efficiency enabes to reduce the energy consumption and emission of greenhouse gas; on the other hand, the enhancement of energy efficiency enabes to reduce the use of construction materias and the produce of construction wastes. Chick and Mickethwaite (2004) decared the buiding industry may take a practica action of sustainabe buiding to reduce the impact brought about by environment. The use of recycing materias and conduct of green purchase may reduce the produce of wastes under way of constructing and dismanting. The concept of green buiding has different name around the word, the definition and cutivation of which sighty different as we. Green buiding, defined as the Environmenta Symbiotic Housing in Japan, which is caed Ecoogica Buiding and Sustainabe Buiding in Europe. The concept emphasizes primariy on the sustainabe deveopment issues of ecoogica baance, conservation, biodiversity and recycing, renewabe energy sources and energy saving. It focuses on the enhancement and energy saving of energy efficiency, appropriate use of resources and materias, indoor environmenta quaity and the correspondence of environmenta carrying capacity etc. in the U.S. and Canada. The concept of green buiding has been attempted to be defined or stated in the former studies. Toba (1987) defined green buiding as the buiding not ony possesses the sef-sufficient deveopment, but shoud not reduce environmenta quaity under the imited natura environment. The main features of green buiding are to increase the energy efficiency, enhance the efficiency of resources and materias and maintain the biodiversity, decrease the emission of poutant and ower the carrying capacity of environment. Consequenty, green buiding is the industry with eco-efficiency. Green buiding decreased the ecoogica impact and the use of resources whie meeting the needs of consumers and poicies to improve both quaity of ife and economic efficiency of buidings (DeSimone & Frank, 1997). Curwe (2001) reported the reationship between the buiding design and ecoogica baance is emphasized by the concept of green buiding. The factors, such as the ecoogica benefit, biodiversity, recycing, renewabe energy sources and energy saving, decrease of environmenta carrying capacity and being around the nature shoud be taken care of by the design of green buiding. Moreover, the design of green buiding has varied the construction of traditiona buiding to reduce the consumption of buiding energy and operation cost (Tseng, Lin, & Chiu, 2009). Coping with the cimate change in goba, BREAM system (Buiding Research Estabishment Environmenta Assessment Method) has been preiminariy deveoped in Britain since There are 23 sets of BREAM system a over the word, reported by Taiwan Architecture and Buiding Center (2013). So caed green 50

3 buiding, with energy saving, waste reduction, heath and ecoogy. The estabishment of Green Buiding Logo in Taiwan was founded in There were 4201 cases incuding the evauated and quaified green buidings and candidate ones from 2000 to Oct, Green buidings in private sector, 15.54%, which occupied 653 cases of those; yet, the popuarization in private sector is to be strengthened obviousy. Therefore, promoting green buiding not ony achieves the efficacy of energy saving and carbon reduction, but enhances the restraint of goba warming. The buiding greening, adequate ighting and biodiversity are promoted by the concept of green buiding so as to provide peope better dweing environment. The academia and government unit have paced vaue on the research documentary regarding the concept of green buiding graduay. Lee and Yik (2004) considered the government is abe to take the aowance, fund suppies, tax deduction and non-refundabe credits as the incentives to advance private sector of contractors to execute the construction project on green buidings, which regarding reated government poicies and aws of green buiding as the research topic. Reducing the financia barrier on green buiding execution practicay wi enhance consideraby the contractors wiing to promote the reated products with green buiding. The key to promote the concept of green buiding successfuy incudes the proper aws, straightforward evauation criteria, determinative and competitive advantages and attractive poicies. Knucking under the cost and uncertain concerns to abandon the cases of green buiding design at a times, contractors are unabe to fee either the government incentives or imperative pressure. The hote industry as the research object, the concept of green buiding is not ony abe to deduct resource consumption, but ower operation cost effectivey, reported by Jones (2002) and Gunter (2005). The concept of buiding as the topic with environmenta protection enabes to enhance business competitive capabiity on the market, as we as increase ong-term benefits. Wiiams and Dair (2007) stated the main obstace to deveop green buiding is immature green techniques, higher cost of green materias, difficut constructing conditions, the insufficient green awareness and vague poicies. As a whoe, the construction method of green buiding costs higher than traditiona one. Comparing the difference between the traditiona and green buidings, Kibert (2008) considered the scae of amount on construction infuenced green buiding cost, as the crucia factor. So as to achieve the green buiding design standard with advanced eve, it takes greaty efforts for architects on green buiding cases; as the resut of it, a number of detais and techniques of green buiding design need to take into account. The green goas must be created straightforwardy and executed by architects in the preiminary stage. Earier the integrated green buiding design practices, greater efficiency wi bring about, ess cost. The resut found the operation cost on green buiding is ower, but the rea estate is higher in comparison with traditiona buiding by the survey of commercia reasons and obstaces by executing green buiding in private construction companies, the architects in Hong Kong and Singapore as the survey objects (Chan, Qian, & Lam, 2009). Osmani and O Reiy (2009) stated the obstace to the compicated and insufficient promotion system of green buiding founded by the government. Besides, the contractor pays an important roe, promoting the concept of green buiding. The government needs to be aware of the benefit among the stakehoders respectivey in the entire buiding industry so as to propose the most efficient poicies. Prior to the effective encouraged poicies are promoted by the government, few of contractors are wiing to afford either extra cost or the estimated risk. Zhang, Shen and Wu (2011) reported most of the cases of green buiding beong to pubic domain, taking the market of rea estate in China as the research target. For the reason of this, the officia units execute the cases of green buiding in ight of the egisative reguations and the poicy obedience. Overa, the concept of green buiding is as the marketing strategy brings about the benefits to the contractors, incuding the deduction of construction cost, the appreciation of and vaue, the acquisition of funds and the promotion of brand reputation. Jan et a. (2012) proposed the government is supposed to take the cutivation and knowedge of environmenta protection as the goa for peope rather than the stress on the pubic awareness of basis knowedge of green buiding. The design and evauated mechanism of green buiding and the strategic boost of government and reated egisation were expored from the former iteratures mosty. The study to the reated marketing issues of green buiding has rarey been researched by few schoars. The aim of this study is to make up the insufficiency for the former research. Moreover, the key factor to infuence the consumers on purchasing green buiding in Taiwan wi be expored, the hierarchica structure of which is constructed through iterature reviews and Dephi technique. The eve of significance to the key factor for purchasing green buiding is acquired by questionnaire with pairwise comparison. In order to eiminate the pairwise comparison vaue with unduy subjective and imprecise anxiety, respective factor to the reative weights and significance of subsequence is reviewed by the adaptation to Fuzzy Anaytic Hierarchy Process. The resut of study is abe to be used as the reference that the government estabishes the poicy of green buiding impetus and the rea estate dea pans the strategy of green buiding marketing. 51

4 2. Methodoogy 2.1 Fuzzy Anaytic Hierarchy Process Van Laarhoven and Pedrycz (1983), using the concept of fuzzy to sove the vaues in the pairwise comparison matrix with subjectivity, imprecision and vagueness etc in traditiona Anaytic Hierarchy Process (AHP), who stated Fuzzy Anaytic Hierarchy Process. Literature review and Dephi technique were adopted to construct the hierarchica framework on this study. Foowing by the estabishment of hierarchy architecture, each evauator respectivey enabes to give pairwise comparison matrices of the utimate goa and criteria by a nine-point scae. To ensure the ogic judgment of expert or evauator fufis the consistency, Consistency Ratio (CR) is used to measure (Saaty, 1980). CI CR (1) RI Consistency Index (CI) in which is the maximum eigenvaue, obtains n-dimension of the matrix. max max n CI (2) n 1 For randomy generated weights, Random Index (RI) is the average index. The eve of Consistency of matrix is satisfying if the vaue of CR is ess than 0.1. Buckey (1985) reported the adoption of geometric mean to integrate the opinions of experts enabes to enhance consistency and precision of factor judgment. The score of geometric mean from a survey respondents is made up as the midde vaue of TFN on this study. The argest vaue and the smaest vaue of score among a survey respondents are made up respectivey as the upper bound and ower bound of TFN. Subsequent to the combined opinions from a experts, the fuzzy positive reciproca matrix is buit immediatey. Lambda-max method reported by Csutora and Buckey (2001) was appied on this study to cacuate fuzzy weights. According to the fuzzy positive reciproca matrix, there are 6 main cacuated procedures: 1) Take the judgment matrix Tm [ m i i] with the grade of membership as 1 to seek crisp weight W m. W W W,..., W,..., W (3) m 1m, 2m u [ u ii 2) Take the judgment matrices T [ ii and with the grade of membership as 0 to seek the ower ] T ] bound weights W and upper bound weights W respectivey. u 1, W2 1u, W2u 3) Take the crisp judgment matrix T m to proceed Consistency Test. 4) Seek adjustment coefficient to ensure the weight as fuzzy number. W im Q min 1in Wi im nm W W,..., Wi,..., Wn (4) W W,..., W,..., W (5) u W im Qu max1 in (7) Wiu * * 5) Seek adjustment ower bound weights W and adjustment upper bound weights W. u W * QW (8) W * u QuW (9) u * * 6) Integrate W, W m and W, to obtain fuzzy weights W ~. u ~ * * W W, Wm, Wu (10) ~ ~ T and are hypothesized as two TFNs. Chen (2000) reported the vertex method 1 1, m1, u1 T2 2, m2, u2 can be appied to define the distance between two trianguar fuzzy numbers (TFNs), arithmetica method of which is as equation (11). ~ ~ d T, T [ m m u (11) ] u2 The use of distance formua is abe to make fuzzy number be defuzzier as R. d R d d T ~ T ~, d d T ~ T ~ d d,, where iu nu and (6) (12) 52

5 ~ ~ The best case vaue is set up as T 1,1,1, and the worst case vaue is as T 0,0,0. The defuzzier is the subsequence of proceeding fuzzy number and produces the adequate index, the benchmark of comparison. On this study, the vaue of R stands for the vaue in the wake of defuzzier. The arger the vaue of R, the more precedentia sequence the factor stands for. 2.2 Hierarchica Structure of Probem in Appication This study is in accordance with the iterature review and Dephi technique to construct the hierarchica structure, as the figure 1. The hierarchica structure comprises 3 criteria and 18 sub-criteria. Figure 1. Hierarchica structure of probem in appication The significance of and intension of each criterion respectivey is defined as beow: Gender and age (A1): The study appeared the factor of gender and age is cosey associated with consumers green conduct. Kinnear, Tayor and Ahmed (1974) considered the younger consumers, the more wiing to support on the conduct of green consumption. The femae participation in the conduct of green consumption is higher than the mae. As the resut, gender and age of consumer may infuence the factor to his/her purchase on green buiding. Education (A2): The consumers education may infuence their wiing on the purchase of green buiding. 53

6 Coddington (1993) pointed higher income and education the consumer is, more obvious tendency of green consumption he/she has. Income (A3): Generay speaking, the cost and sae price of green buiding of green buiding are sti higher than the traditiona buidings. Consumers conduct on purchasing house changes graduay whie the income is rising. Aside from the iving faciities, individua feature of green buiding is abe to attract different consuming group possiby. The awareness of environmenta protection (A4): The consumers who take the awareness of environmenta protection wi buid individua mode of consuming conduct. The features of environmenta product on emphasis enabe to increase the consumers purchase wiing. The concept, faciities and appea of green buiding attract the consumers who vaue the environmenta protection with awareness. The eve of green consumption (A5): The awareness of environmenta protection the consumers have is not abe to convert into the conduct of green consumption competey. Hence, the environmenta awareness is ikey to be interfered by other factors, such as the advertisements, the marketing methods and the commodity price commodity in the reaistic and commercia environment. The eve of green consumption is defined as the eve of invovement and habit of using green products to the purchasers. Stakehoder s crucia opinions (A6): The consumers are aware of the eve of identity the stakehoder purchases on and the eve whether they are wiing to foow the stakehoder. Vaue of mainstream cuture (B1): Mainstream cuture means the cuture is accepted, identified and participated in by most of peope, as we as their vaues are infuenced pragmaticay. The concept and the vaue of mainstream cuture of green buiding compy with the infuence on consumers wiing. The advocacy of government environmenta protection poicy (B2): By means of advocacy enabes the pubic to be aware of crucia concept and government concrete practices to the environmenta protection. The strength of advocacy enabes the consumers understand the determination of poicy the government took effect as we. The government ought to take pubic s cutivation and knowedge of environmenta protection as the foundation of advocacy on green buiding (Jan et a., 2012). Government incentives and subsidy measures (B3): Promoting the incentives and subsidy measures on environmenta protection concept by the government enabes the consumers who are keen on green consumption experienced significanty (Lee & Yik, 2004; Zhang et a., 2011). The incentives and subsidy measures carry out the environmenta protection poicy, promote government image, attract investment, reduce the cost of green commodity, promote reated technique on R & D and ead the commercia conduct. Moreover, the incentives and subsidy measures are promoted to benefit the reated technique on R & D, the procurement of construction materias and faciities in the officia department, Green Buiding Certification, tax reduction and expense subsidy. Appreciabe potentia on green buiding (B4): Appreciabe potentia as the significant factor is aways considered by investors and consumers who purchase the rea estate. Appreciabe potentia of rea estate ies in the exceent ocation, traffic faciities and buiding design. Chan et a. (2009) discovered the green buiding compared with traditiona buidings, the operation cost of which is ower, the property is higher. The concept of green buiding is growing itte by itte in the heart of either investors or consumers, being ikey to be the source of appreciabe potentia. Economic circumstances (B5): Macroeconomic variabes such as the economic deveopment, the eve of interest rate, infation rate and each economic indicator infuence greaty on the consumers buying the houses. Indeed, it is difficut for the contractors and rea estate deaers to ater the externa economic factors. Either the investors or consumers are ikey to draw back due to the higher cost or price of green buidings during the economic hardship. Appearance design of green buiding (C1): The design of green buiding is abe to reach the resut with ow consumption and high efficiency whie going after the integrated design and project of the buiding. The appearance design of green buiding has varied the design construction of traditiona buiding to both deduct the energy consumption and reduce the operation cost (Tseng et a., 2009). Green construction materia and interna structure (C2): Green construction materia is caed as environmenta construction materia. The concept of green construction materia means the construction materia possesses the features as safe, ecoogica maintenance, recyced or reuse, energy saving and ow consumption of resources. Green construction materia and interna structure is the interna space with the characteristics such as sufficient ight, we-ventiated and energy saving etc. 54

7 Environmenta protection faciities (C3): The environmenta protection faciities represent the equipment is unabe to cause excessive poution and harm but energy saving brought about to the earth. Faciities enabe to carry out the energy saving or reuse of resources effectivey. The waste disposa, waste disposa, energy saving system and environmenta monitoring and inspection system are common faciities to the environmenta protection. Green Buiding Labe (C4): Green Buiding Labe refers to the meda awarded to the buidings with use icense or ega buidings in ight of green buiding evauation indicator by the government. The green buiding is reviewed prompty subsequent to the examination through Green Buiding Labe Review Committee. There were seven indicators for abeing green buidings incuding Greenery, On-site Water Retention, Daiy Energy Saving, CO2 Reduction, Construction Waste Reduction, Water Resource and Sewage & Garbage Improvement. Green buiding price (C5): One of the obstaces is the high cost of green buiding reported by Wiiams and Dair (2007). Kibert (2008) and Zhang et a. (2011) considered the scae of amount on construction as the key factor, infuencing the cost of green buiding. The construction cost refects the saes price on green buiding; hence, the factor to purchase the green buiding is the infuence of price. Contractors reputation and marketing strategy (C6): The contractors reputation is buit by promoting the image of environmenta protection. The contractors expain the consumers the vaues of environment and the concrete contribution of participating non-profit events to attain the reiabiity and identity. The contractors attempt to create the brand of buiding and the image with high quaity by means of drawing up effective marketing strategy. The integrated service of contractors (C7): The service is passed on to the consumers the outcome they expected. The service contractors offer incuding project integration, designs, faciities, engineering monitoring and after-saes service. To adapt to the foow-up maintenance and upgrade, the integrated service of contractors wi infuence the consumers purchase wiing. 3. Empirica Resuts On the ground of the statistics by Yung Ching Reaty Group, the ratio of buying house through the rea estates is 70% in Taiwan. Rea Estates possess abundant saes experience to compie and refect objectivey the optimum infuence the key factors on purchasing green buiding as the reative significance. The samping objective of this study is the rea estates in Taiwan, the survey respondents of which aim at the administrative agents. The tota 20 copies of expert questionnaires are given out, and the effective questionnaires are 18 copies, the effective ratio of which is 90%. Each expert fied out the questionnaire by pairwise comparison method. Then, the expert questionnaires were compied by advance integration to proceed the anaysis by sef-written program as FAHP through Matab. According to the study method, fuzzy pairwise comparison matrix of each criterion in eve 2 is compied as equation (13). T 2 (0.17,0.32,0.50) (0.33,1.03,3.00) The fuzzy judgment matrix as equation (13) is divided into three judgment matrixes as equation (14) to equation (16). T 2 T 2m (2.00,3.09,6.00) (2.00,3.30,6.00) (0.33,0.97,3.00) (0.17,0.30,0.50) T (16) 2u The priority vector weights of three matrixes as equation (14) to equation (16) are cacuated as equation (17) to equation (19) respectivey. (13) (14) (15)

8 56 W (17) 2 2m W (18) W (19) 2u Making use of crisp judgment matrix as equation (15) proceeded Consistency Test to acquire max and CI The adjustment coefficients are Q and. The adjustment ower Q2 u bound weights ( W 2 ) and the adjustment upper bound weights ( ) are obtained as equation (20) and equation W 2u (21) respectivey. W (20) 2 2u W (21) Accordingy, the fuzzy weights of each criterion in eve 2 are showed as equation (22) to equation (24). W (22) A W B (23) W (24) C The fuzzy pairwise comparison matrices of sub-criteria under the persona factor, the environment factor and the architectura factor in eve 2 are compied respectivey as equation (25) to equation (27). T 31 T 33 (2.00,3.13,5.00) (3.00,4.63,6.00) (3.00,5.48,7.00) (3.00,5.08,7.00) (0.33,1.66,4.00) T 32 (0.25,1.47,4.00) (2.00,3.54,6.00) (0.25,2.52,5.00) (0.17,0.82,3.00) (2.00,3.86,7.00) (0.33,2.24,6.00) (0.17,0.66,4.00) (2.00,4.33,6.00) (0.25,2.15,6.00) (0.20,0.64,3.00) (0.20,0.32,0.50) (0.33,2.00,4.00) (0.25,2.72,6.00) (0.50,2.63,5.00) (0.17,0.50,2.00) (0.14,0.26,0.50) (0.20,0.44,2.00) (0.14,0.21,0.33) (0.33,1.32,3.00) (0.17,0.59,4.00) (0.17,0.20,0.33) (0.25,0.68,4.00) (0.50,2.65,6.00) (0.50,2.24,5.00) (0.33,0.47,2.00) (0.17,0.22,0.33) (0.25,0.50,3.00) (0.17,0.45,3.00) (0.50,2.27,5.00) (0.33,1.49,4.00) (0.33,1.10,4.00) (0.20,0.32,2.00) (0.17,0.30,0.50) (0.33,2.24,6.00) (0.14,1.06,5.00) (0.20,0.29,0.50) (0.17,0.28,0.50) (0.17,0.38,2.00) (0.25,0.90,3.00) (0.14,0.24,0.50) (0.25,1.51,6.00) (3.00,4.86,7.00) (2.00,3.30,6.00) (3.00,5.11,8.00) (0.50,2.66,7.00) (0.33,0.87,4.00) (0.20,0.40,4.00) (0.20,0.45,2.00) (0.33,1.12,4.00) (0.20,0.25,0.50) (0.17,0.23,0.50) (0.33,0.76,3.00) (0.17,0.45,3.00) (0.13,0.20,0.33) (0.20,0.46,3.00) (0.14,0.19,0.33) (0.33,1.22,6.00) (0.50,2.15,3.00) (2.00,4.22,7.00) (2.00,3.99,5.00) (0.17,0.47,4.00) (0.25,1.70,6.00) (0.20,0.94,7.00) (0.14,0.38,2.00) (0.33,2.15,5.00) (0.13,0.40,3.00) (0.33,1.56,5.00) (3.00,5.00,6.00) (2.00,3.47,5.00) (0.25,1.14,3.00) (3.00,5.24,7.00) (0.33,2.52,8.00) Accordingy, the fuzzy weights of sub-criteria under the persona factor in eve 2 are as equation (28) to equation (33). (25) (26) (27) W (28) A1 W A (29) W (30) A3 W A (31) W (32) A5 W (33) A6 The fuzzy weights of sub-criteria under the environment factor in eve 2 are as equation (34) to equation (38). W (34) B1 W B (35) W (36) B3 W (37) B4 (0.14,0.18,0.33) (0.17,0.37,4.00) (0.25,0.67,3.00) (0.25,0.75,5.00) (0.14,0.22,0.33) (0.14,0.20,0.33) (0.20,0.38,2.00) (0.25,0.91,3.00) (0.20,1.33,4.00) (0.14,0.25,0.50) (0.25,0.60,3.00) (0.50,1.99,6.00) (0.50,3.08,5.00) (3.00,4.65,7.00) (2.00,4.05,7.00)

9 W (38) B5 The fuzzy weights of sub-criteria under the architectura factor in eve 2 are as equation (39) to equation (45). W (39) C1 W C (40) W (41) C3 W (42) C4 W C (43) W (44) C6 W (45) C7 After that, the fuzzy weights of each criterion in eve 2 mutipied by the fuzzy weights of each sub-criteria. The defuzzier vaues (R) of each sub-criteria and fina fuzzy weights are presented in tabe 1. Tabe 1. Fina fuzzy weights and Defuzzier vaues Rank Sub-Criteria Fina Fuzzy Weights Defuzzier (R) Vaues 1 Green buiding price (C5) (0.0828,0.1296,0.1737) The awareness of environmenta protection (A4) (0.0697,0.1286,0.1798) Green construction materia and interna structure (C2) (0.0850,0.1127,0.1734) The eve of green consumption (A5) (0.0672,0.1069,0.1823) Income (A3) (0.0510,0.0909,0.1391) Contractors reputation and marketing strategy (C6) (0.0236,0.0617,0.1611) Environmenta protection faciities (C3) (0.0474,0.0633,0.1516) Education (A2) (0.0384,0.0495,0.1330) Appearance design of green buiding (C1) (0.0199,0.0304,0.0902) Government incentives and subsidy measures (B3) (0.0381,0.0486,0.0501) Appreciabe potentia on green buiding (B4) (0.0257,0.0417,0.0417) Stakehoder s crucia opinions (A6) (0.0193,0.0279,0.0544) The integrated service of contractors (C7) (0.0197,0.0214,0.0558) Green Buiding Labe (C4) (0.0172,0.0225,0.0506) Gender and age (A1) (0.0185,0.0192,0.0269) The advocacy of government environmenta protection poicy (B2) (0.0126,0.0201,0.0282) Vaue of mainstream cuture (B1) (0.0117,0.0142,0.0315) Economic circumstances (B5) (0.0107,0.0107,0.0156) It wi be seen from the defuzzier vaues (R) in Tabe 1 that the top 5 key factors infuence the consumers on purchasing the green buidings are Green buiding price (R=0.1331), The awareness of environmenta protection (R=0.1327), Green construction materia and interna structure (R=0.1283), The eve of green consumption (R=0.1267)and Income (R=0.0996). Comparativey speaking, the key factors are unabe to infuence the consumers on purchasing such as Economic circumstances (R=0.0125), Vaue of mainstream cuture (R=0.0210), The advocacy of government environmenta protection poicy (R=0.0213), Gender and age (R=0.0219) and whether obtained Green Buiding Labe (R=0.0334). Green buiding price is the most taken account of by consumers. For most of consumers, purchasing the house is the major poicy decision in their ives. Longer time and more aspects need to be taken into account for consumers, wherefore the sum of money on purchasing the houses is far higher than purchasing the common artices. The resut is echoed mutuay with the study made up by Cheng et a. (2013). Cheng et a. (2013) 57

10 described the pubic ca in question on the cost of green buiding is far higher than the common ones, which became the main obstace to deveopment the green buiding in pubic. Generay speaking, the ratio of the construction cost of sma-scae residence is merey approximate 20%~30% of genera budget in Taiwan. Increased cost as the green buiding technique is 10% ~15% of the origina budget though, economizing roughy NT$35,000~$40,000 per year on utiity bis, as we as extending construction ifecyce near 20 years. Hence, green buiding which is by no means of high-priced buiding is proved. The promotion and marketing of green buiding are aimed at to strengthen the advocacy of cost-benefit anaysis. The second significant factor to infuence consumers on purchasing green buiding is the awareness of environmenta protection. Sheth, Newman and Gross (1991) accounted for the green reated products are unabe to accept on sae at a times caused by peope who are fai to be understood the rea request on the awareness of environmenta protection and the consumption. The consumers take the awareness of environmenta protection and concept as the mode of individua consumption conduct. Consequenty, the promotion and marketing strategies need to inspire the awareness of environmenta protection for consumers aside from the government or the contractors require understanding the pubic s the eve of the awareness of environmenta protection positivey. Green construction materia and interna structure is the third infuence on green buiding purchase, representing besides the purpose of the deduction of waste, recycing and reuse for the construction materias, either the construction or the house structure contains the safety with fireproof and shock-proof. The fourth significant factor is The eve of green consumption. The so-caed green consumption not ony incudes using green product up, but contains the energy use effectivey, resources recycing and the concept of non-excessive consumption on the protection of environment and ecoogy during the consumption process. Green consumption aims at protecting the eco-environment aside form fufiing peope s consuming requests. Nevertheess, Taiwanese pubic have the awareness of environmenta protection in common, the concept and conduct on green consumption has not matured yet currenty, causing the bind consumption. It is proposed to strengthen the consumers awareness of environmenta protection to promote the eve of green consumption on the promotion strategy of green buiding. Income which infuences the consumers to purchase green buidings is the fifth significant factor. Most famiies are infuenced to purchase the house by the house prices except for the consumers at the top of the economic pyramid. In accordance with the data of Construction and Panning Agency Ministry of the Interior (CPAMI) announced the housing price and income ratio (PIR) has risen from 5.37 times in Q1 up to 8.40 times in Q2 in Accordingy, the rea estate agents are proposed to aim at the survey of the pubic s income as we as construct the market segmentation propery. Then, the customers with different income segmentation are offered different green buidings. Besides, the empirica resuts exposure other notabe messages. First of a, Green Buiding Labe (R=0.0334) is not quite vaued by the consumers, for the possibe reason of which the consumers are not famiiar with the estabishment of Green Buiding Labe. Thus, the government shoud extend the advocacy of Green Buiding Labe, which enabes the consumers to understand the impication of Green Buiding Labe impressivey. Both contractors and rea estate agencies are supposed to appy various pubicized methods and instruct the consumers to obtain the intent and significance of Green Buiding Labe. Second, ess impact on the factors as Contractors reputation and marketing strategy (R=0.0213) and Vaue of mainstream cuture (R=0.0210) is expored by the anaysis resut. Finay, Economic circumstances (R=0.0125) is reativey the east key factor that appeared the macroeconomic variabes such as the economic deveopment, the interest rate standard, infation ratio and macroeconomic variabes such as the economic deveopment, the eve of interest rate, infation rate and each economic indicator infuence greaty on the consumers buying the green houses. From it to be inferred, the decision making of purchasing green buiding wi not be infuenced by economic environment transition as ong as the consumers who are wiing to purchase may afford to pay on green buiding by their income. 4. Concusion The deveopment of green buiding has formed preiminariy subsequent to the estabishment of evauated indicator since Green Buiding Labe began to accept the appication in The cases of appying are increased graduay a the year round, yet the most are the pubic buiding (the construction cost is NT$50 miion above) as mandatory appications. This study adopted FAHP to discuss and anayze the key factors for customers to purchase the green buiding so as to promote and marketing the green buiding in private sector. The contribution of respective factor to the reative weights and significance of subsequence is abe to be the reference regarding the estabishment deveoped by government and the marketing strategies drawn up by rea estate agencies. 58

11 Green buiding price, the consumers think highy of the most according to the study resut among a the factors. However, the stereotype of the high price for green buiding has rooted in common peope, as the resut, the advocacy shoud be emphasized on the cost-benefit anaysis aiming at the promotion and marketing of green buiding. The awareness of environmenta protection is the secondary factor to impact the consumers to purchase the green buiding. Consequenty, the promotion and marketing strategies need to inspire the awareness of environmenta protection for consumers aside from the government or the contractors require understanding the pubic s the eve of the awareness of environmenta protection positivey. Green construction materia and interna structure is the third infuence on green buiding purchase, representing besides the purpose of the deduction of waste, recycing and reuse for the construction materias, either the construction or the house structure contains the safety with fireproof and shock-proof. The fourth significant factor is The eve of green consumption. The concept and conduct on green consumption has not matured yet currenty, causing the bind consumption. It is proposed to strengthen the consumers awareness of environmenta protection to promote the eve of green consumption on the promotion strategy of green buiding. Income which infuences the consumers to purchase green buidings is the fifth significant factor. Accordingy, the rea estate agencies are proposed to aim at the survey of the pubic s income as we as construct the market segmentation propery. Moreover, seeing that the consumers ignored neither the importance nor the famiiarity with the estabishment of Green Buiding Labe, the government shoud extend the advocacy of Green Buiding Labe as we as the contractors and rea estate agencies are supposed to appy various pubicized methods and instruct the consumers to obtain the intent and significance of Green Buiding Labe. Less impact on the factors as Contractors reputation and marketing strategy and Vaue of mainstream cuture expored by the anaysis resut. Economic circumstances is reativey the east key factor at ast. Whie the consumers income may support the decision making of purchasing green buiding, it wi not be infuenced by economic environment transition. Environmenta and eco-protection is the evitabe issue that the mankind shoud compy with no matter takes pace at the moment or in the future. The major key point to a environmenta concerns ies on the attitude of awareness of environmenta protection and green consumption conduct. As ong as the intangibe awareness of environmenta protection is transformed into concrete greening action, the resources on the earth wi be maintained effectivey and reduce the oss of ife property the natura disasters brought about. The energy consumption of construction has occupied the massive resources; accordingy, it is urged the promotion and marketing of green buiding be pubicized a over the word. References Buckey, J. J. (1985). Fuzzy hierarchica anaysis. Fuzzy Sets and Systems, 17, Buter, D. (2008). Architects of a ow-energy future. Nature, 452(7187), Chan, E. H. W., Qian, Q. K., & Lam, P. T. I. (2009). The market for green buiding in deveoped Asian cities: The perspectives of buiding designers. Energy Poicy, 37(8), Chen, C. T. (2000). Extensions of TOPSIS for group decision-making under fuzzy environment. Fuzzy Sets and Systems, 144, Cheng, M. J., Lo, J. H., Hsu, H. M., Wu, T. Y., Liao, F. C., & Pan, H. M. (2013). Study of constructiona costs in schoo with green buiding. Journa of Architecture, 84, Chick, A., & Mickethwaite, P. (2004). Specifying recyced: Understanding UK architects' and designers' practices and experience. Design Studies, 25(3), Coddington, W. (1993). Environmenta marketing: Positive strategies for reaching the green consumer. New York, NY: McGraw-Hi. Csutora, R., & Buckey, J. J. (2001). Fuzzy hierarchica anaysis: The Lambda-max method. Fuzzy Sets and Systems, 120, Curwe, S. (2001). Buiding consensus on sustainabe urban deveopment. Cambridge, U.K.: Ecipse Research Consutants. DeSimone, L. D., & Frank, P. (1997). ECO-efficiency. Cambridge, Massachusetts: The MIT Press. Edwards, B. (1998). Green buidings pay. NY: Spon Press. 59

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