Abstract
The present paper develops decision-making criteria through literature research to assess the social opinion on green life style and eco-friendly buildings. Validity of criteria was ensured among company executives and academic staff, based on elaborated criteria small pilot survey was performed and analysed. Current research focuses on the influence of demographic variables (e.g., age, gender) and individual subjective characteristic factors; external influencing factors (e.g., social norms, policies) are not used. According to the research results, our concept helps to outline the most crucial factors in industry regarding customer subjective requirements on eco-friendly building and innovative building materials. Nowadays companies need to meet customer requirements in order to adjust them in terms of eco-innovation approach and industry’s green ecosystem development and remove the gaps in value preposition. This paper helps to investigate respondents’ awareness, requirements, and willingness-to-pay for the eco-friendly houses.
Highlights
The present research develops a questionnaire survey, investigates the willingness-to-pay (WTP) and awareness factors that have the influence on Eco-friendly houses
The present paper has provided a detailed framework for prioritization of factors based on the literature research with an empirical example for the specific Latvian situation
A new assessment concept has been drawn/elaborated and a short analysis of possible strategies has been proposed, which is convenient for eco-innovation companies
Summary
Though the green-house technologies and assessment tools are utilized in the housing market, problems like cost, comfort and performance expectation issues in client behaviours should be disclosed. The aim of the study is to identify factors that influence the decision to choose green lifestyle, new eco-building materials and discuss them in focus groups in order to develop a valid questionnaire. The present research develops a questionnaire survey, investigates the willingness-to-pay (WTP) and awareness factors that have the influence on Eco-friendly houses. Respondents’ priorities and awareness towards eco-friendly houses: like eco design, air ventilation, sound protection, illumination, and the management of house performance are known, analysed and discussed. According to the respondents’ awareness and factor priorities, along with behaviour model the conceptual guidance for eco-friendly developers, designers, and engineers in developing Eco-house with best performance and price may well be elaborated
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