ASID Survey Says Homeowners Are Ready to Go Green

Washington, DC, August 10--Six out of 10 U.S. homeowners say they would consider integrating sustainable design practices into a future home improvement project, provided those enhancements were cost-competitive, according to a recent survey commissioned by the American Society of Interior Designers (ASID). The findings suggest that the market for sustainable, or "green," design products and services for the home may be more extensive than previously reported. Sustainable design seeks to conserve energy, reduce waste and minimize the use of harmful substances and non-renewable resources. A booming area within the commercial building industry, sustainable design for the home has been gaining the interest of the home design media during the past several years but is generally assumed to appeal to more affluent homebuyers and homeowners. The ASID survey, performed by International Communications Research, however, found that interest in sustainable design was almost as strong among households with annual incomes of $25,000 to $50,000 as among those with annual incomes of $75,000 or higher. The results of the ASID survey were based on a representative sample of 1,028 U.S. homeowners to determine if homeowners would be willing to have their homes certified as having met a set of sustainable guidelines, as yet to be developed, similar to those established by the U.S. Green Building Council for commercial buildings. Interest in a home certification program was mixed. Six in 10 respondents said they believed being green certified would increase the value of their home. However, only half that number (about one in three) said they would be willing to pay $100 to obtain certification. Those most willing to pay to have their homes certified were in households with annual incomes of $75,000 or higher. "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. "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." Respondents also were asked whether they would consider paying for the services of an interior designer trained in sustainable design to have their home meet sustainable guidelines. Nearly one in four (23%) said they would consider hiring a designer, with the majority indicating they would be willing to pay up to two 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 incomes below $75,000. The survey is part of a larger effort on the part of ASID, headed by the Society's sustainable design council, to inform and educate the public and the design community about the benefits and practices of sustainable design. For more information, visit the ASID Sustainable Design Information Center on the ASID Web site at www.asid.org.

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