One of the nation's largest publishers of new homes magazines has begun releasing a data from a major environmental survey that suggests that - contrary to popular opinion - the public does want and will pay for environmentally-sensitive upgrades to their homes.

Survey data is being released by Cahners Residential Group, publishers of Professional Builder, Luxury Home Builder, Professional Remodeler and HousingZone.com.

The report can be found by clicking here

According to contributing editor David Johnston, "Energy upgrades are one of the first things that consumers would pay extra for -- up to $1000 - if they could expect to see a payback through lower monthly energy costs in two to three years.

"Only 5.1 percent of the home buyers said they would not be willing to pay more in up-front cost for energy efficiency upgrades that would reduce monthly utility bills."

Ironically, the publishing house commented that it usually is the builder who believes consumers won't foot the bill.

"Too often the assumption among builders is that new home buyers want what green building offers -- energy efficiency, resource-efficient construction materials, improved indoor air quality, etc. -- until they have to pay for it. Then, forget it."

Builders historically have believed consumers "would rather spend those extra dollars on the status items-granite countertops, whirlpool tubs, etc. The basic assumption is that green building must 'cost' more and thereby eliminate the opportunity for cherished extras."

The publishing house suggested that home builders are "are almost exactly five years behind their customers in their prediction of consumer interest in 'green' building."

The Cahners' survey also indicated consumers are very aware of environmental issues in the building industry.

"When asked if, for the same price, they would rather have a home that used old-growth trees or one that used no old-growth trees, 64 percent said they would prefer a home that used no old-growth lumber," Johnson writes.

"These numbers correlate with surveys over the last decade indicating that over 70 percent of the American public consider themselves environmentalists.

"Consumers are starting to see their home as an expression of their environmental values."

Johnson said the survey found that buyers usually do not know how much "green" products cost, but indicated most are willing to pay between $2,500 and $5,000 for a green upgrade.

He added that in home builder programs across the country, "typical green upgrades run 1 to 2 percent. For a $200,000 home that would represent $2,000 to $4,000 in additional costs, well within the range consumers are willing to pay."

Published: October 4, 2000

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