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RP3049 - Understanding consumer reactions to new housing options

The aim of this research was to understand the market for sustainable housing and quantify potential impacts on the construction industry. To achieve this aim we addressed three research questions. 1. What percentage and segments of the home buyer market show interest in sustainable homes based off different labels to describe the type of home? 2. What type of message framing for these homes influences potential buyers’ preferences, and for which segments of the population? 3. What percentage of new home buyers have the intention (if marketed/available to them) to build a sustainable/energy efficient home?

rp3049 understanding consumer reactions to new housing options (3048181 PDF)

RP3049: Housing Construction Industry Roadmap