Homeowners Willing to Spend on Green Home Improvement Products

July 9, 2008
Despite a weakening economy that’s forced consumers to cut back on spending, a new survey sponsored by Plastpro Inc. suggests that homeowners are still willing to pay more for products that are “green” or energy efficient.

In a poll of over 700 homeowners, 73 percent said they would pay more for home improvement products that they believe are better for the environment. The survey, conducted by Opinion Research Corp., also showed that women find the green message more compelling than men, with 80 percent indicating they’d be willing to spend more on environmentally friendly products compared to 66 percent of men.

Nearly nine out of 10 polled said they would be willing to pay more for products that reduce heating and cooling costs. An equal number said they would buy quality products that last longer — rather than less expensive materials that save upfront costs but have a shorter life span — when considering replacement items like windows or doors.

“Builders, remodelers and contractors who are trying to cut costs by offering products that are only average in quality are choosing the wrong path,” says Franco An, president of Plastpro, the fiberglass door manufacturer. “Indeed, the survey shows that quality is still the defining characteristic for home improvement products despite a decrease in real estate values and a softening economy. Homeowners realize that long-term savings far outweigh upfront costs.”

The poll also found that when planning a home improvement project involving professional help, 86 percent of homeowners felt it was important that the people they hire be knowledgeable about environmentally beneficial and energy efficient products. “It’s clear that consumers expect professionals to have a thorough understanding of available materials that are green and energy efficient,” An adds. “Our job as manufacturers is to educate about these products so contractors and remodelers can in turn communicate effectively to the consumers who want access to them.”