'Environmentally Conscious Home Buyers": Who are they and what do they want?

This report summarises consumer survey research conducted by the Centre for Design at RMIT in January and February 2004. This was made possible with support from Australand Holdings, Delfin Lend Lease and the EcoHome ARC Linkage project.

This report is based on the idea that innovation in product development and marketing can lead the domestic building and property industries towards new levels of ecological sustainability, and that this is in the national interests. The extent to which mainstream product can be effectively differentiated and marketed on environmental grounds depends on the industry developing a better understanding of ecologically conscious consumer behaviour, its drivers and context. The aim of this report is to develop a general framework for looking at these issues, and to assist in understanding the way environmental issues may or may not influence consumer behaviour.

A copy is available here for download as a PDF file