The Shelton Group recently conducted a survey of green consumers (i.e, those that buy and consider green products) and published its findings in a report called Green Living Pulse 2010. Aiming to provide a comprehensive analysis of green consumers, Green Living Pulse focuses on who these consumers are, what drives them, and how to identify them.
You may be surprised, but Shelton Group found that interest in owning or renting an energy-efficient home waned during the last year. About 64% of consumers expressed an interest in owning or renting an energy-efficient home, down from 72% last year.
The same can be said for green homes. About 43% of consumers expressed an interest in owning or renting a green home, down from 47% last year. Suzanne Shelton, CEO of Shelton Group, explained that the decline may be attributable to "general anxiety in the housing market, which plummeted 30% in May as this study was fielded," according to EcoHome Magazine.
Shelton also said consumers generally have no idea what a green home is. This year, only 41% of respondents could identify at least one green home feature without assistance, down from 53% last year.
Subsequently, when given a list of green features, consumer responded that a green home must have higher-efficiency appliances, higher efficiency windows, and renewable electricity systems, in this order.
Shelton Group obtained this information from 1,302 complete survey responses from May 21-31, 2010. The survey included a mixture of fixed-response alternative, Likert scale, and semantic differential questions presented to a demographic sampling of 18+ individuals representing the U.S. population. Green Living Pulse 2010 can be purchased for $5,000.