隨著經濟社會的發展，環境污染問題日益嚴峻，面對不斷上漲的能源成本，以及客戶對綠色生活品質追求的情況下，越來越多房地產開發商遵循可持續發展原則，以綠色戰略來促進住房的發展。然而目前房地產市場的綠色策略執行情況不盡人意，其中很重要的原因就是沒有瞭解消費者對綠色產品的需求，而造成房地產事業採用綠色策略的投資報酬率無法準確估計，風險極大。因此加強以消費者行為理論為基礎的房地產綠色住宅投資效益研究，準確計算綠色住宅溢出價格，能夠促進房地產的綠色戰略拓展、符合廣大消費者需求的同時，提升房地產商的企業形象，對可持續發展具有深遠意義。
本文回顧消費者行為理論的相關文獻，最終採用霍華德-謝思模型、購買高價生態產品模型，兩者相結合，隨後探討四個造成的影響消費者對綠色住宅溢出價格的干擾因數，形成由19的因數組成的本研究的初步理論架構，接著利用問卷調查法針對特定人群，即5-10年內打算購房者，進行樣本資料獲取，利用spss統計軟體對資料進行整理與分析，經由因素分析將10個構面整理為7個有效構面，然後以正確的統計方法對16個因數進行差異性分析，如T檢定、ANOVA單因素分析與回歸分析，分析結果表明有八個因數對綠色住宅溢出價格具有顯著影響，分別為：年齡、家庭年收入、綠色廣告與品牌、綠色住宅品質與成本、環保行為、環保態度、購屋動機、購置區位。因此，真正滿足消費者心理與生理層面的需求，使消費者與企業之間的聯繫愈緊密，不但可以提升企業經濟效益，對於環境保護而言也起到關鍵性作用。
通過本研究的分析得到，滿足消費者需求的關鍵點才是真正值得開發商需要認真思考的問題，對今後的房地產綠色戰略具有一定的借鑒意義。本研究實驗得到一份具有特色並且合理的房地產實施綠色策略的市場調查問卷，並且建構出綠色住宅溢出價格模型，較為準確計算出綠色住宅溢出價格，為產品定價提供依據，具有實用性，為後續的綠色發展可持續戰略提供了創新的媒介。

Along with the development of society and economy, the problem of the environmental pollution is more and more serious, in the face of rising energy costs, and customer going for green living quality, more and more real estate developers follow the principles of sustainable development, green strategy to promote the development of housing.However the current real estate market, the implementation of the green strategy of which is very important reason is that there is no understanding consumer demand for green products, caused the real estate business adopts the strategy of green investment return rate can't accurate estimate, risk is great.Therefore strengthen research green builiding's investment benefit of the real estate that based on the theory of consumer behavior,to accurate calculate green buildings’premium cost .It can promote the real estate development of green strategy, meet the demand of the consumers, at the same time, enhance the enterprise image of real estate developers, has profound significance to the sustainable development of economy and society.
This paper reviews the theory of consumer behavior literatures, and finally choose the Howard-sheth model, to buy high-priced ecological products model, combination of both, then to explore the effects of four interference factors of price for green housing consumers’ overflow , formation is composed of 19 factor of the preliminary theoretical framework of this study, then using the method of questionnaire survey in view of the specific people, going to buyers that 5 to 10 years, to carry on the sample data, using SPSS statistical software for data collection and analysis, through the factor analysis to 10 dimensions for seven dimensions effectively, and then in the correct statistical method to 16 factor variance analysis, such as T-test, one-way ANOVA, single factor analysis and regression analysis, the analysis results show that there are eight factor overflow price for green building has a significant impact, such as age, family income, green advertising and brand, green residential quality and cost, environmental behavior and environmental attitudes,purchase motivation, purchase housing location.Therefore, truly meet the needs of the consumers' psychologic and physiologic, make the connection between the consumers and businesses more closely, not only can improve companys’ economic benefits, also play a key role for environmental protection.
Is obtained by the analysis of the present study, meet the consumer demand is the real key to developers need to think seriously about the problem, in the future real estate green strategy has a certain reference significance.This study get a characteristic experiment and reasonable to implement the strategy of green real estate market survey, and cost premium model to construct the green residence, premium cost more accurately calculate the green residence, provide the basis for pricing, is practical, for the subsequent development of green sustainable strategy provides the innovation of the medium.

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