What Green Means to Home Buyers: Perceptions & Preferences

What home and community features influence consumers when they are considering buying a home? Energy efficient or high efficiency: Which description resonates more with home buyers? Typical home buyers often don’t understand the language building professionals use to market green homes. We can meet this challenge by rethinking how we talk to our customers. In the Spring of 2015, the NAHB Sustainability Green Building and the Economics Housing Policy Groups partnered to conduct a study of consumer preferences focusing exclusively on green/high-performance features in the home and the community. What Green Means to Home Buyers: Perceptions and Preferences discusses the latest data on the green and performance-related messages consumers respond to and what they are willing to pay for.