CAJ | 학술논문

本文认为行为因素已显化为影响建筑节能市场运行的最重要因素之一。通过分析建筑节能市场主体间的行为关联，认为购房者的行为选择是建筑节能市场的源动力。从行为经济学的视角分析影响购房者建筑节能行为的因素，并从消费行为引导的角度提出扩大建筑节能市场需求的对策。（1）加强宣传，提高公众行为节能的意识；（2）实施经济激励，合理分担节能行为成本；（3）建立建筑节能能效标识制度，减少节能消费行为风险。
본문인위행위인소이현화위영향건축절능시장운행적최중요인소지일。통과분석건축절능시장주체간적행위관련，인위구방자적행위선택시건축절능시장적원동력。종행위경제학적시각분석영향구방자건축절능행위적인소，병종소비행위인도적각도제출확대건축절능시장수구적대책。（1）가강선전，제고공음행위절능적의식；（2）실시경제격려，합리분담절능행위성본；（3）건립건축절능능효표식제도，감소절능소비행위풍험。
This paper points out the behavioral factors have become the most important factors that affect the building energy-efficiency demanding. Firstly analyze the behavioral association in the construction of energy-saving market based on stakeholder theory ;secondly construe the intrinsic factors and environmental factors which influence behavior in building energy- efficiency market grounded on Behavioral Economics;Lastly propose improving building energy-effidency demanding as follow：（1） enhancing the pub- lic capability of energy-conservation in buildings; （2） a reasonable share of the cost of energy-saving; （3） reducing the economic risk of energy-conservation consumption.