Health is the Most Powerful Motivator for Consumers to Build/Buy a Green Home

A recent study conducted by independent real estate advisory firm Robert Charles Lesser & Co. (RCLCO) found that as many as 42 percent of all home buyers would be motivated to purchase a green home based on knowledge of their health benefits, compared with only 17 percent for energy savings and 12 percent for the environment.

The national survey, conducted to gain better understanding of homeowners’ attitudes toward green residential products, targeted existing homeowners with incomes in excess of $50,000, or in the case of retirees, those with estimated net worth of at least $250,000.

“The industry has assumed that buyers would be motivated by the same energy cost-saving benefits that drive demand in the commercial sector,” says Shyam Kannan, vice president and director of research and development. “This approach hasn’t had much traction because of the timing of the costs and benefits of energy-saving features. On average, buyers want to recoup the upfront cost of energy-saving features in 3.8 years, but it takes almost eight years for reduced energy bills to make up for the investment in these energy-saving features. Meanwhile, buyers who are aware of the link between indoor air quality and a range of illnesses are unwilling to cut corners to protect the health of their families.”

To capitalize on this strong motivation and to raise awareness about green building trends, RCLCO has partnered with Building Green TV to provide business intelligence about the green building market. Their findings will serve as programming content for “Building Green,” a new weekly PBS television series that takes an informative and entertaining look at ways to “green” homes and buildings using earth-friendly techniques and materials.

Building Green TV’s mission is to inspire viewers to discover just how easy, cost-effective and healthy it can be to “go green” while dispelling the myth that a greener lifestyle means doing without. Whether it’s choosing eco-friendly flooring or more energy-efficient insulation, Building Green aims to educate viewers about how even the smallest choices can help save our planet.

Kevin Contreras, creator and host of “Building Green,” relates, “Most people don’t realize that it is common for the air in the average American home to be five times more toxic than the pollution found in our major cities. My goal is to educate consumers about all facets and issues relating to building green.”