Builders See Confusing Info About 'Green' Material

Las Vegas, NV, March 30, 2009--A focus group held with eight homebuilders revealed that they have a limited knowledge about "green" building materials and are skeptical about sources of information on the subject.

Market Resource Associates, Inc. of Minneapolis, Minn. held the focus group with eight semi and custom home builders attending the National Association of Home Builder's International Builders Show in January.

The group focused on builders' awareness of "green" and / or "sustainable" building products and practices used or currently offered in residential construction.

The homebuilders had trouble defining both terms, even going so far as to indicating the industry was experiencing "greenwash" which only served to confuse their potential customers.

Participants concluded "green" was the energy efficiency of a product or service, with no thought of the origins, efficacy or recycle potential of the products used.

Participants also said the exterior or shell of the home was the portion of the construction viewed as the most likely to offer consumers the most savings.

Participants largely discounted their dealers and suppliers as a good source of information regarding these new products and often sought clear information from manufacturer's websites and even their customers.

In fact, according to moderator and MRA president, John Cashmore, many saw little difference from dealer to dealer except for price and location, and were more interested in learning how to deal with manufacturers on a direct basis, even though they knew this would be impossible." Troubling is the fact that these participants only viewed local dealers as those that set the price and provide delivery service for the manufacturer of products they sold.

Participants also felt there are too many conflicting agencies and standards for what defines or describes green building.

"Everyone is getting into the act with their own certifications as another revenue stream," according to one participant.