The National Association of Home Builders' (NAHB) newest publication explores what consumers think of green homes, what the most important elements of a green-built home are and what green means to home buyers.
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 examines 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 conducted by NAHB and is based on a survey of home buyers nationwide. Results from the study are available by age, income, race and Census division, among other demographic characteristics.
"This new study is an incredibly useful tool to help builders and remodelers determine not only consumer attitudes towards green homes, but also which green features consumers care most about," said Tom Woods, NAHB chairman. "We have seen incredible growth in green and sustainable building over the years, and the results of this survey only further solidify the continued consumer interest in green building, and which attributes matter most these buyers."
For more information, visit nahb.org.