綠建築在台灣發展已有數十載推廣經驗，然而執行上，在私有住宅方面仍不普及，常因綠建築成本較高，而使民眾購買意願降低。由經濟部能源局統計各部門使用之能源，以工業部門為最多，住宅部門次之，因此，針對住宅部分，推行綠建築為未來發展趨勢，從建築生命週期成本(設計、施工、建造、拆除)來看，綠建築消耗最少地球資源、能源及製造最少廢棄物。也因此具有推行綠建築之必要性。為使綠建築能普及本研究目的有以下幾點：
1.找出影響綠建築購買意願的關鍵因素，並建立願付價格模型
2.探討願付價格模型因素間相互關係
3.建立綠建築願付價格預測模型。
為達成上述目的，本研究採用結構方程式(Structural equation modeling,SEM) 分析影響民眾購買因素與願付價格間的關係，另外，本研究採方便取樣發放問卷，共回收208份、有效問卷150份，調查購買因素與價格間的迴歸關係以據建立綠建築願付價格預測模型。本研究顯示「政策補助」因素、「品牌魅力」因素、「環境意識」因素對綠建築願付價格有顯著關係；相互間具有高度相關性，說明未來在不同因素之間可互相搭配，達到最佳策略效益。

There have been decades of experience in promoting green building in Taiwan, whereas, green building is not prevalent in private housing. Due to the higher cost of green building, people’s willingness to purchase green building is low. The industrial sector shows the highest energy use, followed by the housing sector based on the statistics from Energy Bureau of Economic Affairs. Since green building consumes less resource, energy and produces least waste from the stand point of life cycle cost of building (design, implementation, construction, and demolition), it is imperative to foster green building. Therefore, to promote green building of housing sector has become the future trend. The following points are adopted to meet the objective of promoting green building in this study:
1.To locate key factors that influence purchase intention of green building to build the model of willingness to pay (price of green building).
2.To explore the relationship among factors of willingness to pay of green building.
3.To establish a forecasting model of willingness to pay of green building.
A structural equation modeling (SEM) is applied to analyze the relationship between purchase factors and willingness to pay. Besides, this study hands out questionnaires randomly and collects 208 copies with 150 effective samples. The regression analysis of purchase factors and willingness to pay is established based on the collected data to create the forecasting model of willingness to pay of green building.
The results show three factors "policy subsidy", "brand appeal", and "environmental awareness" to appear high correlation with one another in willingness to pay of green building. It indicates the coordination of these three factors may attain the best strategy effectiveness in the future.

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