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Building Green in a Black and White World--Chapter 1

The following is an exerpt from the book Building Green in a Black and White World.
Section 1; Chapter 1; Part 6; Chapter One Conclusion

David Ritchey Johnston
January 1, 1900
HousingZone

Conclusion

Clearly there is a market just waiting for green building. As the research in this chapter reveals, a strong segment of the population is ready to buy environmentally sound products. And, for those who are well informed about the benefits of green building, the environmental package included with their home is second only to location in their purchasing decision. Builders and architects alike believe that green building will corner increasing amounts of the market share for new home construction.

Chapter 2 will look into the environmental issues that create a place and a future for green building.

Endnotes

Speer, Tibbett, L., "Growing the Green Market," American Demographics, August 1997.

Dominant Social Paradigm (Catton and Dunlap, 1978, 1980; Dunlap and Van Liere, 1978). This paradigm entails: 1) Belief in limitless resources, continuous progress, and the necessity of growth; 2) Faith in the problem-solving abilities of science and technology; 3) Strong emotional commitment to a laissez-faire economy and to the sanctity of private property rights.

Dominant Social Paradigm, Catton and Dunlap, 1978, 1980; Dunlap and Van Liere, 1978.

Harwood group survey footnote

Continue to Table of Contents

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Building Green in a Black and White World
by David Robert Johnston

Also See:

I.Building Green Introduction

II.Knowing Your Market

IV.Marketing Suggestions Based on Current Consumer Behavior

V.Conducting Your Own Market Research

VI.Conclusion

Table of Contents

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