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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
