In Celebration of Earth Day, Green Builder® Media Releases New Consumer
Research on Green Living
SEATTLE, April 18, 2013
SEATTLE, April 18, 2013 /PRNewswire/ -- 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 theWalt 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
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
"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
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,
spray-foam insulation from 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, 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.
For full survey results and to access downloadable charts and graphics to run
in your publication/websites, visit
About Green Builder Media:
Green Builder® Media is the leading media company in the North America focused
on sustainable living and responsible growth. With a comprehensive suite of
print media, online options, demonstration homes, case studies, training and
education vehicles, and live events, Green Builder Media assists building
professionals and homeowners thrive in the emerging green economy. For more
information, visit www.greenbuildermag.com.
Contact: Cati O'Keefe, 513-532-0185, email@example.com
SOURCE Green Builder Media
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