Study: Consumers not convinced that green can save money

According to a recent study, American consumers are not entirely convinced that it's economical to be green. 

“While consumers might not always be clear on what features should be included in a green
home, what is clear is that consumers are increasingly aware, but not 100 percent convinced,
that green can be associated with saving money,” said Suzanne Shelton,
whose firm conducted
the Eco Pulse survey.


"While 53 percent of respondents were able to name at least one green home feature, unaided,
the feature they named most often (33 percent) was the most expensive (solar). "This
contributes to the consumer perception that green homes cost more and are a luxury



Eco Pulse survey was geographically stratified to mirror the geographic distribution
of the population (111,617,402 households in the contiguous United States). Survey sample
data was also weighted slightly to closely match U.S. age ethnicity.


The green home features chosen most often were:


  • Renewable electric power generation systems such as solar, geothermal or
    wind – 25 percent
  • Higher efficiency (ENERGY STAR®) appliances – 25 percent
  • Water-conserving features (e.g. low-flow showerheads, rain water collection
    systems) – 21 percent


"This all-or-nothing mentality also contributes to the luxury price perception," Shelton noted. “We
need to do more to explain how green features can actually save homeowners money
. Green
homes have lower operational costs due to their energy efficiency, water conservation and
longer-life components. Builders could even claim long-term healthcare savings, linking the
improved indoor air quality of green homes to better health."


You can learn more about the survey at




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