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.
Key Findings:
Top Influencers in a Home Purchase Decision:
- 90% Safe community
- 88% Energy efficient
- 85% Low maintenance
- 85% Lower operating costs
- 84% Durable/Resilient
Common Words Home Buyers Use to Describe Green Homes:
- 32%: Efficient, Energy Efficient, Water Efficient, High Efficiency
- 15%: Eco-friendly, Environmentally-friendly, Environmentally-responsible, Environmentally-safe, Environmentally-conscious
- 8%: Solar, Solar Power, Solar Energy, Solar Panels
- 4%: Lower Costs, Lower Utility Bills, Saves Money
The full study is available for purchase ($55.99 for NAHB members) at builderbooks.com.
