Consumer demand for sustainable homes

Perceived barrier to sustainable homes: There is no consumer demand for sustainable homes.

Since the start of the OMSH campaign, WWF has believed strongly that given the choice, the majority of consumers would choose to live in more sustainable homes and communities.

Therefore, in order to challenge the often-repeated view that there is no consumer demand for sustainable homes, WWF joined forces with CABE (Commission for Architecture and the Built Environment) and Halifax to undertake some new research into consumer attitudes to the built environment.

The results demonstrated an overwhelming interest in sustainable homes, with 87 per cent of respondents saying they would be interested in knowing the environmental rating of a home they were considering buying, in order to help them make an informed decision.

Furthermore, 84 per cent of people said they would be willing to pay an average 2 per cent more on the purchase price for a sustainable home. However, WWF research has demonstrated that major benefits can already be achieved for far less, with cuts in energy and water use of approximately 30 per cent and 40 per cent respectively achievable for little or no extra cost.

This research clearly illustrates the strength of demand for sustainable homes. WWF believes that it is high time the government and house building industry started listening to their voters and customers when taking decisions about the quality of the homes and communities that they develop.

Government must ensure that the proposed Home Information Pack includes information about the environmental performance of homes, an issue clearly of interest to prospective homebuyers, and introduce fiscal incentives such as rebates in stamp duty for sustainable homes.

The house building industry must start listening to its customers to ensure it provides the products they want - homes that are great to live in, which benefit their pocket, and that are better for the planet.

WWF has also contributed to a new CABE guide and website for potential homeowners to help them make informed decisions about what to look for when buying a new home. For more information visit www.thehomebuyersguide.org.

Sustainable New Homes Award
In partnership with the HBF, WWF recently launched a Sustainable New Homes Award, to recognise and reward examples of best practice in the new homes market. The award ceremony took place in May 2004, and Kevin McCloud, writer and presenter of Channel 4’s Grand Designs, presented the award to joint winners, Greenwich Millennium Village and Childwall Neighbourhood, Liverpool. Find out more on the award website.

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