In Celebration of Earth Day, Green Builder® Media Releases New Consumer Research on Green Living
Seattle, Wash., April 17, 2013 - Consumer research recently conducted by Green Builder Media reveals that consumers believe they are educated on the value of energy-efficient home attributes and desire to live a green life. It also reveals that the company’s VISION House® projects, including the VISION House in INNOVENTIONS in Epcot® at the Walt Disney World® Resort and the VISION House Tucson, offer essential, forward‑thinking ideas and educational information about how people can live a more sustainable lifestyle.The Consumer Green Preferences Survey was conducted in March 2013 with a sample size of 582 adults. It aimed to understand the sustainable lifestyle preferences, attitudes, behaviors, and purchasing patterns of active, healthy adults aged 35-55. Respondents were spread equally throughout the country.
According to the research, eight of ten respondents (84.3%) have a positive association with the term “green” and want to be known for having a green life. Six of ten respondents (59.6%) think they already live a green life. 66.5% of respondents say they have become more environmentally conscious over the past two years, particularly when it comes to products and systems for their homes. Of those who don’t think they are green enough yet, 90.4% of them report that they would like to live a more green life. One of five respondents (20.4%) visit “Live Displays, Show Homes, or Demonstrations,” such as those in the VISION House Series, to learn more about green living and products.
These engaged and information‑hungry consumers represent a prime market opportunity for manufacturers, building professionals, and environmental advocates to provide innovative solutions for improving quality of life, enhancing the health and safety of our housing stock, saving money through energy efficiency, increasing home values, reducing pollution, and mitigating environmental damage.
Two‑thirds of respondents (66.5%) say they don’t incorporate more sustainable ideas into their life because green products/systems are too expensive. Consumers are interested in cost-conscious products and mainstream alternatives.
“Our VISION House Series showcases cost‑effective green products and ideas that enable consumers to live more intelligently,” says Green Builder Media CEO Sara Gutterman. “Each advanced technology and concept included in our VISION House projects improves the health and sustainability of a home and leads to a justifiable return on investment by decreasing utility bills and/or increasing the home’s resale value.”
Consumers understand the value of energy efficiency and how upgrading their homes to incorporate better systems will help the planet and save them money. When respondents were asked how they would spend $5,000 on their house, upgraded windows, insulation, and HVAC topped at the list.
In addition to understanding how green products and systems help them live a healthier, more cost‑conscious life, respondents also realize that a green home is more valuable. Of note, 85% of respondents thought highlighting the energy efficiency features of their homes would help their house sell faster, and 86.7% thought showcasing the durability of the products in their home would positively impact a home sale. Nearly all respondents (93.5%) think the green features of homes should be listed on the REALTOR MLS.
The VISION House Series has a clear opportunity to close the consumer education gap when it comes to the value of green rated homes. While 79.8% of consumers say that they would look for a green rating/credential or designation (such as LEED or the National Green Building Standard) when buying a new home, 41.5% of them didn’t know if their house had a rating or not, and more than half (51.4%) wanted to know how they could get a rating on their home.
This survey dispels claims that people will only go green if there is something in it for them: when asked what is top of mind when it comes to green living, four of ten respondents (38.9%) ranked “energy efficiency” as their first thought, followed closely by 30.8% of respondents who indicated that “leaving the world a better place for children/grandchildren/future generations” as their top concern.
“Green Builder Media is the leading source of information about green building and sustainable living,” says Gutterman. “Our top priority is to educate consumers and trade professionals alike about how to constantly raise the bar when it comes to living intelligently in the world. Because of this, we have created a solid Truth Brand that translates into authentic, reliable information that people can use in their homes and lives. Our VISION Houses Series and other media channels provide an excellent way to engage and inspire people about sustainable living.”
VISION House projects showcase advanced products and intelligent systems. They are generally net-zero energy, meaning they produce as much energy as they use (measured by energy performance rating tools similar to a miles‑per‑gallon sticker for cars, such as the HERS Index Score issued by RESNET.)
The net‑zero energy VISION House in INNOVENTIONS in Epcot® at the Walt Disney World® Resort includes efficient heating and cooling systems by Trane, whole‑home automation systems by Schlage, electronic vehicle charging stations by Siemens, durable roofing, bricks, pavers, cultured stone and trim by Boral, photovoltaic solar panels from Hanwha Solar, high-performance windows from Pella, ventilation solutions by Panasonic, high‑performance glass by Schott, BioBased Insulation spray foam by Rhino Linings, Energy Star appliances by Bosch, and LED lighting solutions by Sylvania, fire sprinkler information from the National Fire Protection Association, sustainable hardwood flooring from Armstrong Floor Products and cabinets from Armstrong Cabinets, and water-°©‐‑conserving plumbing fixtures and a home standby generator from Kohler.
Green Builder Media’s newest demonstration project, the VISION House Tucson, is an attempt to go beyond net zero. Not only is it designed to use half the water of a typical American home, minimize waste, maximize resource efficiency, and enhance occupant comfort and livability, it is modeled to have a HERS rating of negative 17, meaning that it’s expected to produce more energy than it uses and sell power back to the utility. Innovative products showcased in the VISION House Tucson will include durable concrete tile roofing and pavers from Boral, high performance windows by MI Windows and Doors, energy efficient insulation by Johns Manville, electric vehicle charging and other electrical system components by Schneider Electric, water saving plumbing fixtures from Kohler, ventilation fans from Panasonic, sustainable ceramic tiles by Crossville, and recycled glass countertops by Vetrazzo.
Read full survey results and get access to downloadable charts and graphics to run in your publication/websites.
About Green Builder® Media
Green Builder Media, LLC is the leading media company in North America focused on green building and sustainable living. With a comprehensive suite of print and digital media solutions, demonstration projects, case studies, online training, and live events, Green Builder Media assists building professionals in preparing themselves for the new green economy and helps homeowners understand how to live more sustainably.