在全球淨零排放目標與建築部門減碳壓力持續升高之背景下，建築產業正由能源效率導向，逐步轉向結合生命週期碳管理與資源循環利用之整合型低碳建築模式。近年來，示範場域（Demonstration Site）已成為推動近零碳建築策略落實與促進市場溝通的重要機制。然而，建築減碳成果如何被消費者理解並轉化為市場回應，仍缺乏具體實證分析。
本研究以一處近零碳建築示範場域為研究對象，並以預售屋接待中心作為其應用情境，整合建築實務建構內容與消費者感知資料，探討示範場域之實務作法與市場回應之關聯。研究透過文獻回顧建構分析脈絡，並依據建築生命週期觀點，整理示範場域於設計、施工、營運及拆除階段之低碳與循環策略，透過溫室氣體盤查與循環度分析，呈現其碳排放與資源使用之表現。
在消費者行為分析方面，本研究以現場問卷蒐集參觀者之感知評價資料，並以卡方檢定分析不同消費者特徵與感知構面之關聯性，進一步檢視永續設計理念、空間體驗、品牌態度與行為意圖等構面之評價分布。
研究結果顯示，在本研究情境與樣本範圍內，示範場域之低碳與循環策略於建築生命週期各階段呈現碳排放降低與資源循環利用之表現；在市場層面上，消費者對永續設計與低碳建築呈現整體正向評價，且其感知構面與品牌態度及行為意圖之間具有統計上之關聯性。研究亦指出，示範場域之空間體驗有助於提升消費者對近零碳建築之理解，並影響其接受傾向。
整體而言，本研究整合建築生命週期實務建構與消費者感知分析，說明示範場域在建築減碳推動與市場溝通之中介角色。研究成果可作為低碳建築示範策略規劃與永續建築市場溝通之參考。

In response to the increasing global pressure for net-zero emissions and carbon reduction in the building sector, the construction industry is transitioning from an energy-efficiency-oriented approach toward an integrated low-carbon building model that incorporates life cycle carbon management and resource circularity. In recent years, demonstration sites have emerged as a key mechanism for implementing near-zero carbon building strategies and facilitating market communication. However, how building carbon reduction outcomes are understood by consumers and translated into market responses remains insufficiently examined.
This study examines a near-zero carbon building demonstration site, using a pre-sale housing reception center as the study context. By integrating practical implementation strategies with consumer perception data, the study explores the relationship between demonstration-based practices and market responses. Through a literature review, an analytical framework is established, followed by a life cycle perspective to examine low-carbon and circular strategies adopted across the design, construction, operation, and demolition stages. Greenhouse gas inventory analysis and circularity analysis are employed to present the building’s performance in terms of carbon emissions and resource use.
For consumer behavior analysis, on-site questionnaires were conducted to collect visitors’ perception data. Chi-square tests were applied to examine the associations between consumer characteristics and perception dimensions, further analyzing the distribution of evaluations across sustainable design concepts, spatial experience, brand perception, and behavioral intention.
The results indicate that, within the context and sample of this study, the low-carbon and circular strategies implemented in the demonstration site exhibit reduced carbon emissions and enhanced resource circularity across the building life cycle. From a market perspective, consumers generally show positive evaluations toward sustainable design and low-carbon buildings, and significant associations are observed between consumer perception dimensions and behavioral intention. The findings also suggest that the spatial experience provided by the demonstration site contributes to improving consumers’ understanding of near-zero carbon buildings and influences their acceptance.
Overall, this study integrates life cycle-based practical implementation analysis and consumer perception analysis to illustrate the mediating role of demonstration sites in bridging building carbon reduction practices and market communication. The findings provide a reference for the planning of low-carbon building demonstration strategies and the communication of sustainable buildings in the market.

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