A choice experiment to estimate the effect of green experience on preferences and willingness-to-pay for green building attributes

As the number and complexities of green building developments are mainly driven by market demands, understanding of end-user behaviors towards their development eventually should play a crucial role on determining their successes. However, very few studies have been attempted to explore end-user behaviors towards green building development. This study successfully applied discrete choice experiments to reveal whether residents with green experience will have different preference and willingness-to-pay values for enhancements on various aspects of environmental performance in green buildings. Generally, both green and conventional residents had strong preferences and were willing to pay more for improving various aspects of environmental performance in green residential developments. They are found to be willing to pay more for energy conservation, than indoor air quality improvement, noise level reduction, landscape area enlargement, or water conservation. No significant differences are found in the preferences between green and conventional residents for energy conservation, indoor air quality improvement, indoor noise reduction, or water conservation, However, green residents were found to be willing to pay significantly less than the conventional residents for enlarging the landscape area within a residential development, despite it was perceived by green residents as one of the major elements that differentiate a green from a conventional development.