NAHB has new insights into what consumers think of green homes and, what are the most important elements of a green-built home. NAHB’s publishing arm, BuilderBooks, recently released What Green Means to Home Buyers: Perceptions and Preferences, a study of consumer preferences focusing exclusively on green/high-performance features in the home and the community.
The study examined consumers’ attitudes of various green features, concepts or terminologies, the resonance of those terms as potential marketing tools, and the likelihood that the home purchase decision may be influenced by any of these features or terms. The study was based on a survey of home buyers nationwide. The results from are available by age, income, race and Census division, among other demographic characteristics.
Top Influencers in a Home Purchase Decision:
90% Safe community
88% Energy efficient
85% Low maintenance
85% Lower operating costs
Common Words Home Buyers Use to Describe Green Homes:
32%: Efficient, Energy Efficient, Water Efficient, High Efficiency