信息对于绿色住宅市场有多重要——信息充分性对居民支付意愿影响的实证分析  

How Important is the Information in the Green Housing Market——empirical analysis on the influence of information sufficiency on the residents' willingness to pay

作　　者：张莉[1] 王亚晋 郑思齐[1] 

机构地区：[1]清华大学恒隆房地产研究中心,北京100084 [2]清华大学土木工程系,北京100084

出　　处：《中国房地产（学术版）》2015年第4期45-51,共7页China Real Estate

基　　金：国家自然科学基金项目(71322307;71273154);中绿盟投资控股有限公司科研基金的资助

摘　　要：随着可持续发展理念日益深入人心,绿色住宅也应运而生。但是目前我国绿色住宅发展尚处于起步阶段,居民对绿色住宅了解不充分是阻碍其发展的一个重要原因。通过问卷调研法探究北京市居民对绿色住宅的了解程度,以及绿色住宅市场信息不充分对居民支付意愿的影响。研究表明北京市居民对绿色住宅认知程度低、了解有限,并因此降低了居民的支付意愿。在告知绿色和非绿色住宅舒适度的对比信息后,居民的平均支付意愿上升了12.95%,尤其是非绿色住宅居民的支付意愿显著上升了20.79%。针对这种情况,政府应充分发挥其信息公共品提供者的角色,大力推广绿色认证体系;开发商也有必要采取有效措施向居民传达绿色住宅的相关信息,以促进绿色住宅市场的可持续发展。With people gradually paying more attention to sustainable development, green housing is becoming more and more popular. However, the development of green housing market is now still nascent in China. There are many problems in the process of green housing development, among which residents＇ insufficient understanding of green housing is an important factor to hinder its development. In this paper, the extent to which residents in Beljing understand green housing and how the awareness influences their willingness to pay （WTP） were studied by questionnaire survey. The result shows that information insufficiency really exists in the green housing market in Beijing and decreases the residents＇ WTP. hfter telling residents the information about comfort comparison of green and non-green housing, the residents＇ average WTP increases 12.95%.In particular, the non-green housing residents＇ WTP increases 20.79% significantly. Thus, the government and developers should take measures to convey relevant information about green housing to the residents so as to promote the development of green housing.

关 键 词：绿色住宅 信息 支付意愿 

分 类 号：F293.3[经济管理—国民经济]