ࡱ> XZW` bjbj .,b  8 $F:::PPkFmFmFmFmFmFmF$Jh$MFm m m FPPhF!!!m PPkF!m kF!!nCEP. 0 j/D _F F0FOD@MY!M@EMENh!T cFFY!|Fm m m m   EAF YEAR 2 RESEARCH PROJECT - BACKGROUND Introduction Property developers, designers, housing associations, house-builders and contractors have a huge opportunity to contribute to more sustainable patterns of consumption in the UK through motivating changes in consumer behaviour. There are three main ways in which they can do this: Create communities where people associate with neighbours who also live sustainable lifestyles; Design domestic environments where sustainable lifestyle features and choices are the norm; Provide information to home-buyers to allow them to make rational choices about sustainability. The Desirability of High Performance Homes report is intended to explore: the current market demand for sustainable homes in the UK; consumer knowledge of sustainable building issues; the best ways to improve this knowledge and stimulate demand. The report will be used to inform the UK construction industry, built environment professionals (architects, engineers, designers, etc) and the general public. It will deliver clear and compelling findings which will form the centrepiece of public relations and communications activities. Background This report is part of Building the Market for Sustainable Lifestyles, a 3-year project co-funded by Defra and delivered by the Sponge Sustainability Network (a group of 1600+ built environment professionals with an interest in sustainable building). The three year project sets out explore and communicate the case for building homes that encourage sustainable lifestyles. An increasing body of experience and research supports the case for sustainable homes, but further work is required to give the business case further credibility. In November 2005, Sponge published a report compiled via desk research: The gaps in the existing case for building sustainable homes to encourage sustainable lifestyles. This report found that: It has yet to be proven that there is market demand for more sustainable homes Homebuyers do not fully understand the choices available to them in relation to sustainability features It concluded that: Home buyers will only demand sustainable homes when they are aware of the social and environmental benefits and can differentiate between homes in terms of their sustainability features. Action is required to make home buyers more aware of these features. Further research needs to explore how consumers feel about various sustainability features in a home. Are some more appealing than others? And if so why? The new research is intended to build on this report. There is a clear rationale for government action to engage households in achieving environmental goals, including reduction in energy and water use, and waste generation. The political opportunity is there: awareness and concern about environmental issues is growing, and most people take limited action, such as recycling newspaper. However, few look at the environmental performance of their household in a systematic way. Evidence shows that consumers are locked in to specific behaviour patterns, and change will only come about through an integrated approach by government at all levels, which links policy measures with information provision. A Green Living Initiative (Policy Studies Institute) Research Objectives To explore the current market demand for sustainable homes in the UK and how this demand can be stimulated To explore the current level of consumer knowledge of, and interest in, sustainable homes/sustainability features, and benefits (social, environmental and economic) To understand how best to increase consumer interest in and understanding of sustainable homes/features To explore consumer attitudes towards sustainable homes in general, and towards specific sustainability features in particular. To understand which features hold the most appeal for consumers and why (e.g. energy saving, water conservation, waste and recycling, transport, materials, and health and well-being) To understand whether consumers are prepared to pay a premium for sustainable homes/features and the influence of other factors such as tax incentives, prestige/status, etc. To examine specific issues, such as consumer awareness of and attitudes to labelling schemes (e.g. EcoHomes) Communications Uses The results of the research must be suitable for the following communications uses: Form a credible basis for a PR and communications campaign targeting both the residential construction industry and the general public To provide an evidence base which will guide the production of sustainability information packs for home buyers and other educational initiatives to improve consumer understanding of sustainable homes  This report can be downloaded at  HYPERLINK "http://www.spongenet.org" www.spongenet.org.     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