Latest News

Sept. 24, 2007 - Survey: Cost, Credibility Appear To Be Driving Factors Of Current 'Green Fatigue'

Companies that want to sell themselves as “green” and environmentally friendly must address product cost concerns as well as put their own money where their mouth is - or else face rising skepticism with a cost-conscious and more discerning U.S. consumer, according to a national study that evaluates the consumer mindset on energy use and conservation.

The third annual Shelton Group Energy Pulse study indicates that the current economy and housing market decline may be driving a decreased consumer enthusiasm for energy-efficient homes and other green home products.

The 2007 Energy Pulse documents that purchase intention for every energy-efficient home product evaluated is down from the study’s 2006 results. For example, only 69 percent of consumers would choose one home over another based on energy-efficiency, down from 86 percent who said they would do so in 2006.

“Even with all the talk today about consumers seeking to save energy costs and help the environment, the shaky housing market and other recent economic uncertainties prove that wallets are still driving many Americans’ green purchase decisions,” said Shelton Group CEO Suzanne Shelton, who independently sponsors the Energy Pulse study. “As it stands, ‘energy-efficient’ is consistently equated to ‘more expensive’ in the minds of consumers for products across the board.

“But saying ‘save money’ when advertising an energy-efficient product isn’t necessarily good enough,” she noted. “Our research shows that consumers want proof. Messages also need to offer other subtle suggestions such as happiness, safety, peace of mind and security in order to resonate with what consumers desire.”

On the home front, in both new construction and home renovation, aesthetic features register as a high priority alongside energy efficiency, according to the survey. When asked, “Given an extra $10,000 in your construction budget for discretionary items, which of the following would you choose?” the top answers were:

  • Granite counter tops (26 percent)
  • Higher efficiency HVAC unit (24 percent)
  • Upgraded or additional energy-efficient kitchen appliances (21 percent)
  • Additional tile or hardwood (21 percent)
  • Indoor air purification system (18 percent)

    When asked, “If you were given $10,000 to make home renovations, which one or two things would you do?” the top answers were:

  • Replace carpet or add hardwood or tile (31 percent)
  • Refinish kitchen or bathroom (29 percent)
  • Repaint interior or exterior (27 percent
  • Replace windows (23 percent)

    The entire Energy Pulse study will be released Oct. 8, 2007; to purchase a copy, go to www.energypulse.org.

  • Did you enjoy this article? Click here to subscribe to Supply House Times. Stay connected with us via social media.

    You must login or register in order to post a comment.

    Multimedia

    Videos

    Image Galleries

    BNP Media's Plumbing Group Visits Grundfos North American Headquarters

    BNP Media’s Plumbing Group, comprised of the Plumbing & Mechanical, Supply House Times, PM Engineer (pme) and Reeves Journal brands, recently visited Grundfos’ new North American headquarters building in the western Chicago suburb of Downers Grove, Ill.

    3/19/15 2:00 pm EST

    The Juggling Act of Specifications

    Learn how to "juggle" the different variables when speccing a project with tips from this webinar. Gain knowledge in how specifications work, how it's maintained, how it can be better, easier and simpler. 

    Supply House Times

    cover

    2015 February

    SHT's February issue features cover story: Smith-Cooper sets a higher standard and features: Powell Valves strives for more; Master distributors play a vital role in the supply chain; and Omni buying group reports healthy gains, looks to the future.
    Table Of Contents Subscribe

    Where do you look for new employees?

    Where do you look for new employees?
    View Results Poll Archive

    The Supply House Times Store

    2015.jpg
    2015 National Plumbing & HVAC Estimator

    Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

    More Products

    Clear Seas Research

    CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

    STAY CONNECTED

    facebook Twitter Updated icon Youtube Updated icon    LinkedIn Updated icon  Google+

    Premier 125

    Premier 125 button

    The information SUPPLY HOUSE TIMES uses to rank the Premier 125 is the most accurate we can gather. It is primarily based on responses to a questionnaire we send to the wholesalers in our database, supplemented with information obtained from industry reports and estimates.