ISC-Audubon

 
 
 

SustainAbility Newsletter

The Chapman School of Leadership in Sustainability

Sustainability

Urbana University, the International Sustainability Council and Audubon Lifestyles have partnered together to help to create the Chapman School of Leadership in Sustainability.

The Chapman School of Leadership in Sustainability is focused on delivering Services in Education for Economic Development and Sustainability, also known as S.E.E.D.S. Together we are planting the seeds of leadership in sustainability through educational services, with our signature offering being the Executive MBA in Sustainability Leadership. In addition, the Chapman School holds Leadership in Sustainability Summits on a range of subject matters, offers Sustainability Certification for various professional disciplines.

Urbana University is committed to incorporating the tenets of sustainability in all that we do, including our infrastructure and grounds management, academic programming, and adult and continuing education. In keeping with that commitment Urbana University became the first university to gain recognition by the International Sustainability Council by developing a Sustainability Charter.

Learn more at: http://www.urbana.edu 


PDF

 
CLICK HERE TO DOWNLOAD THE ENTIRE NEWSLETTER IN PDF FORMAT

References and Sources used in this issue of SustainAbility Newsletter Include:

Audubon Lifestyles
www.audubonlifestyles.com

The International Sustainability Council
www.thesustainabilitycouncil.org 

O'Connor Signature at the Oaks
www.theoakslakecity.com

The City of Franklin, Tennessee
www.franklin-gov.com

LandDesign
www.landdesign.com

American Society of Golf Course Architects
www.asgca.org

Sustainability Campaign
sustainabilitycampaign.blogspot.com

Green Living Tips
www.greenlivingtips.com

The Daily Green
www.thedailygreen.com

Energy Star
www.energystar.gov

Bird City, Kansas
www.birdcity.com 

Urbana University
www.urbana.edu

SustainAbility Newsletter Archive Article (random)

Homebuyers Willing to Pay More for a Green Home Now. But Why?

energy-efficient-homeAccording to McGraw-Hill Construction, the share of single-family home construction that are green has risen from 8% in 2008 to 17% in 2011. 

Clearly, the market for green homes is on the rise, but is it because individuals have started to care more about the environment?  Or is because the economy isn’t quite as bad as it was in 2007, and are individuals more willing to invest in environmental efforts once again as they did at the turn of the century?

Many homebuilders and developers are using "green" as a differentiator in marketing and sales campaigns, and eventually expect that green features will be the norm, rather than an optional feature.

The main two questions often asked are; who are these green buyers, and are these individuals more willing to pay more for a green home and/or green features.

To answer these questions, we must first understand and determine who exactly are this new "green buyers" that have emerged in recent years. Are these individuals who are interested in buying a green home to help the environment? Are these individual who have more income, and/or have landed more stable employment in recent years?

The answer may surprise you, because by and large the answer is "no".  The average green homebuyers are individuals who are willing to pay more upfront if there is a direct and quantifiable return on investment from an energy and/or water efficiency benefit, or from a health perspective. 

The results of a 2007 survey showed an overwhelming majority of owners (95%) indicated that they would be willing to pay more for a green home if it would help the environment, they would be paid back for their green investment, or they would get health benefits. However, 80% of those willing to pay more would do so only for cost savings and/or health benefits.

Clearly, for most green buyers, helping the environment was a bonus, but not a driving factor in spending additional money. The number of homebuyers who would buy a green home because it was the right thing to do or because it directly helped the environment was a rather small percentage. Focusing on cost savings and health benefits to market green homes and features, as opposed to focusing on their environmental attributes appears to be the best way for homebuilders to encourage individuals to purchase a new green home. 

In a more recent 2012 survey the results are even more surprising. The percentage of all homeowners willing to pay more for a "green home" explicitly for environmental reasons lowered from 17% in 2007, to 13% in 2012. However, the percentage of owners that would consider buying a "green home" actual rose during that same time period.

So what does that mean? It’s pretty obvious isn’t it? The average homebuyer is realizing the economical benefits of being environmentally responsible, and it is the economic benefits that are driving the green home market, and motivating the green homebuyer.  

So, homebuilders who wish to using "green" as a differentiator in their marketing and sales campaigns must realize that it’s not the “environment” per se that will drive sales for them. They must highlight what they are already doing that saves money and/or is good for buyers' health.  In selecting any green features to add to the current standard features and available options, homebuilders should focus on those that pay back any added cost in a reasonable time period.  

Keep in mind however that taking credit for helping the environment won’t hurt sales as long as it's clear that it's not going to cost the buyer additional money without any return in investment. In fact, if a homebuyer can save money and help the environment research shows that they are more willing to support those types of initiatives. 

 


PDF


CLICK HERE TO DOWNLOAD THE ENTIRE NEWSLETTER IN PDF FORMAT

 

References and Sources used in this issue of SustainAbility Newsletter Include:

Audubon Lifestyles
www.audubonlifestyles.org 
             
The International Sustainability Council
www.thesustainabilitycouncil.org 

Sustainable Demonstration Project Blog
scotlandyardsgolf.blogspot.com

The 2012 Summer Olympic Games
www.olympic.org

Scotland Yards Golf Club
www.scotlandyards.com

Audubon Outdoors
www.audubonoutdoors.org

Love and Dodson
www.loveanddodson.com

Green World Parth
www.greenworldpath.com

Turf Feeding Systems
www.turffeeding.com

The Dodson Group
www.thedodsongrp.com      

To learn about sponsorship opportunities please call us at: 727-733-0762
This Issue of the SustainAbility Newsletter sponsored in part by:

The Dodson Group

$25 Annually $100 Annually $250 Reg / $100 Annually


SPONSORSHIP OPPORTUNITY

Sponsors are a critically important part to the success of ISC-Audubon. As a non-profit organization dedicated to advocating sustainability, we offer all of our programs to our members free of charge, and are publicly available for download on our website.

ISC-Audubon is proud to extend the opportunity to select businesses and organizations to become sponsors of our sustainability education and advocacy programs. As a sponsor, your business or organization can realize significant value.

Click here to learn more about this opportunity. 

 
 

A Coalition for Good - Spreading the Seeds of Sustainability

ISC-Audubon is a coalition of non-profit organizations and initiatives that include The International Sustainability Council (ISC), Audubon Lifestyles, Audubon Outdoors, Planit Green, Broadcast Audubon, and the Audubon Network for Sustainability. 

Funds generated through memberships and donations are used to provide fruit & vegetable seeds, wildflower seed mix, and wildlife feed & birdseed to urban and suburban communities around the world. These seeds are used by communities to establish fruit and vegetable gardens, bird and wildlife sanctuaries, and for the beautification of urban and suburban landscapes by creating flower and native plant gardens.

Read more

You are here: Home Broadcast Audubon SustainAbility Newsletter Archives Summer 2009 The Chapman School of Leadership in Sustainability