Environmental Valuation & Cost-Benefit News
How consumers value healthy houses: a preliminary segmentation of Canadian households
03/21/08
03:31:47 pm, by damageva 
, 306 words, 136 views 
Categories: Air, Energy, Green Buildings, Real Estate Construction Housing, Academic Study/Journal Article, Canada, Contingent Valuation, Surveys,.., Costs and Benefits
How consumers value healthy houses: a preliminary segmentation of Canadian households
Abstract: As part of a larger research project which examined the concept of healthy houses in Canada, this study provides a preliminary assessment of potential segments of Canadian householders based on their attitudes about two indoor environmental quality (IEQ) attributes (indoor air quality and lighting). Additionally, concerns about energy efficiency in the home are also addressed. A nationwide survey of households (n = 784) was conducted to search for indications of segments of Canadian householders that value their homes’ indoor environments and energy efficiency, thus addressing issues of consumer interest for healthier homes. Similar groups of householders were derived based on their levels of agreement with a variety of statements regarding some indoor environmental quality attributes and energy efficiency. The specific goals were: (1) to identify segments within Canada which indicate the presence of potential consumers of healthier houses on a broader scale; and (2) to characterize these groups using attitudinal and demographic variables. Segmentation in this study was conducted using a k-means cluster analysis, with the clusters being characterized using demographic and attitudinal information. Results indicated that there is indeed an identifiable segment within the Canadian housing sector for products and services associated with the healthy housing concept. Although housing and policy recommendations are not explicitly made, both private and public stakeholders in the Canadian housing sector could benefit by taking note of these findings.
Keywords Healthy houses - Cluster analysis - Segmentation - Canadian households
by Wellington Spetic, Robert Kozak and David Cohen all of The University of British Columbia, 4th Floor – Forest Sciences Centre, 2424 Main Mall, Vancouver, BC, Canada, V6T 1Z4
Emails: spetic@interchange.ubc.ca , rob.kozak@ubc.ca and David.Cohen@ubc.ca
Journal of Housing and the Built Environment via Springer Publishing www.SpringerLink.com
Volume 23, Number 1; March, 2008; Pages 37-52
DOI: 10.1007/s10901-007-9101-x
http://www.springerlink.com/content/9362x63974j51x86/
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