Do Homebuyers Want Green Features in Their Communities?

Abstract

Green communities are a new form of development, but their affect on consumer behavior has not been well-researched. In June 2006, a mail survey of new homeowners was conducted in two pairs of green and conventional master-planned communities in Florida to determine if there were differences in their green design preferences, perceptions of the term green and retention of green marketing initiatives. Homeowners in conventional communities, compared with homeowners in green communities, expressed similar interests in many green design features, and most did not have negative connotations with the term green. Sales points used for marketing in the green communities were somewhat absorbed by their new residents; still, marketing practices can be diversified. The results suggest that green design features are an important consideration for people buying homes in master-planned communities.