綠建築因為其特殊的功能性，相關研究多肯定綠建築溢價之存在，而有較高的價值，但臺灣推行十餘年之供給量仍相當稀少。本研究以新北市之住宅交易為對象，透過預售與轉售資料之實證分析，探討我國綠建築的價格效果係導因於建築成本推升，或消費者肯認之需求所致。並藉由廣告文案的彙整，由綠建築銷售廣告內容中提及之各項特性，計算廣告綠度，進一步討論綠建築廣告與綠溢價之關係。研究結果顯示，綠建築之溢價，雖同時受成本推升與需求推動的影響，但綠建築並非廣告要角，住宅市場的建案廣告只關心「是否綠」，而非「有多綠」。 Green building provides more comfortable environment for human life, so most researches point out that it has a premium than other non-green structure. But in Taiwan, the market of real estate has little green building(EEWH Building), even urban regeneration and new city development were frequent for several years. This study will find out the green premium in New Taipei City, and discuss which construction cost or market demand cause the green premium. Besides sale data, we use advertisement of EEWH building as data to analysis the green price effect in the market of real estate. We calculate a point about how green the advertisement is. The result shows EEWH Building has green premium, and the premium of first-hand sale is more than second-hand sales evenly. The premium causes by both cost and demand. The advertisement data indicates that the market only care about “It is green”, not “How green it is”.