Most U.S. homeowners ready to go green

In the survey, which was based on a representative sample of 1,028 U.S. homeowners, six out of 10 respondents indicated that they would consider integrating sustainable design practices into a future home improvement project, provided that those improvements were cost-competitive.

“Overall, the results of the ASID study are very positive indicators of a growing consumer interest in sustainable design,” said Penny Bonda, FASID, LEED, chair of the ASID Sustainable Design Council, in a news release.

“Sustainable design is still a fairly new concept to most homeowners, and cost is clearly an important factor in any decision to go green. However, ASID believes that as consumer demand for sustainable products and design solutions rise, the costs will decrease.”

Sustainable design seeks to conserve energy, reduce waste and minimize the use of harmful substances and nonrenewable resources.

Not just for the affluent

Sustainable design was generally assumed to appeal to more affluent homebuyers and homeowners, but the ASID survey, performed by International Communications Research, found that assumption isn’t necessarily valid.

According to the survey, interest in sustainable design was nearly as strong among households with annual incomes of $25,000 to $50,000 as it was among households with annual incomes of $75,000 or more.

The survey also polled respondents to determine whether they are interested in a certification program for homes similar to that established for commercial buildings by the U.S. Green Building Council.

Interest in such a program was mixed. While 60 percent said they believed sustainable design and building practices would increase the values of their homes, only half of that number, or about one in three, indicated that they would be willing to pay $100 to obtain certification. The respondents who were the most willing to pay for certification were those with annual incomes of at least $75,000.

Interior design

Respondents also were asked whether they would consider hiring an interior designer trained in sustainable design in order to meet sustainable guidelines.

Nearly one in four, or 23 percent, said they would consider hiring a designer, with the majority indicating they would be willing to pay up to 2 percent above standard pricing for such a service.

As with home certification, respondents in households with annual incomes of $75,000 or higher were somewhat more likely to consider hiring a designer than were those with lesser incomes.

ASID represents designers, educators, students and representatives of the interior design industry through education and advocacy, working to advance the interior design profession.

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