Oct 18 2007 11:27AM | Permalink | Email this | Comments (0) |
Blog This! using: Blogger.com | LiveJournal |

Consumers are tiring of green hype, according to a recent study by the Shelton Group, a marketing and advertising firm.

The firm blamed the declining interest on the general downturn in the economy, as well as "rising skepticism about advertisers' use of terms like 'green,' 'sustainable,' 'earth' and 'eco-friendly.'" The study also found that consumers still equate green features with higher prices.

69 percent of respondents said they would choose one home over another based on energy efficiency, down from 86 percent last year. Respondents also were less likely than last year to make several "green" upgrades, including purchase a higher-efficiency heating/cooling (down 17 percent), installing energy-efficient windows or doors (down 12 percent) and install extra installation (down 15 percent).

The study contradicts what I've been hearing from remodelers, with anecdotal evidence, as well as our green research earlier this year, indicating increasing interest in green amongst clients. So is the study wrong, or are remodelers overestimating the demand? It does highlight what I think is the biggest threat to the green remodeling market, the constant "greenwashing" of products that I talked about earlier this week.

For more on the study, visit www.energypulse.org.