Frost & Sullivan, the Growth Partnership Company, announces the results of an end user study, Analysis of the Australian Green Homes Market-Perception and Preferences. The survey evaluates 1,018 Australian home owners or future home owners (those who plan on purchasing a home within the next two years). The survey measures Australian home owner/future home owners' awareness of and preferences for green homes, green products and services, and their purchase decisions and processes. The survey also looks at which features related to energy efficiency are most important and evaluates current and future usage and implementations.
According to the survey, overall awareness of green homes is relatively high – with roughly two-thirds of all survey respondents reporting awareness. Specifically, awareness is highest among future home owners. Future home owners cite stronger future intentions to install all of the various green home products/services surveyed compared to their current home owner counterparts.
Using multivariate techniques, the research is analyzed further by three segmented clusters: proactive, socially influenced, and resisters.
"The proactive group reduces energy usage by turning off lights when not in use and participating in other green activities such as recycling," notes Frost & Sullivan Research Associate Christina Alfaro. This group invests in green products, as they believe it will save them money in the long-term. They believe using green products in their house significantly reduces their monthly energy/utility bill.
The socially influenced group notices that their friends, family and neighbors have green products in their houses. They purchase green products because it is the socially responsible thing to do. "This group is environmentally conscious based upon societal pressure, but tends to not follow through with action," says Alfaro.
The smallest group is the resisters, which consists of one-quarter of the total sample. The resisters believe going green is expensive. They think that buying green products for their house has no measurable impact on the environment. "Interestingly, more than half of these segmented respondents (55%) are future home owners," notes Alfaro.
Current usage of various green home products and services is highest among the proactive segment group. The resisters segment group is least likely to currently use green home products and services. However, given the larger proportion of future home owners in this segment, lack of adoption may be influenced by lack of the current need, and not because of non-environmental beliefs.
For more information, please send an email to Sarah Saatzer, Corporate Communications, at sarah.saatzer[.]frost.com, with your full name, company name, job title, telephone number, company email address, company web site, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 40 offices on six continents.