Chris EvesQueensland University of Technology

Stephan KippesNürtingen-Geislingen University

Public awareness of ‘green’ residential property – an empirical survey based on data from

New Zealand and Germany

Introduction Green housing policy in Germany and New

Zealand

Real estate agents and buyers of residential property awareness of green housing issues

Study areas New Zealand (Christchurch)

Germany

Survey Design-2 stages

Buyer house preferences Buyer awareness of environmental/green house

issues

Respondents Real estate agents (not buyers)

New Zealand results: Agency Breakdown

36.36%

45.45%

18.18%

Low Socio Middle socio High socio

Buyer Profile

35.50%

32.30%

32.20%

Single/Young couple Families Older couple/Retired

Buyer Preferences: General

0

1

2

3

4

5

6

7

Low Socio Middle socio High socio

Buyer Preferences: Specific

0

2

4

6

8

10

12

Low Single Middle Single High Single

Buyer environmental Factor Preferences

0

1

2

3

4

5

6

7

8

9

Low Socio Middle socio High socio

Buyer awareness of Environmental Factors

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0-25% 26-50% 51-75% 76-100%

Low Socio Middle socio High socio

Decline to purchase (did not meet “green” requirements): NZ

Germany results

 Study Author method number of

respondentsremarks

“current issue of the German tenant association (Deutscher Mieterbund)”

German tenant association (Deutscher Mieterbund)

survey via the homepage of the German tenant association (2007)

2153 The Deutscher Mieterbund considers this survey on his homepage not as an empirically valid survey according to scientific standards but important background information to be cross-checked with other surveys.

„energy saving methods“

survey by GfK Marktforschung (2007) for the Bavarian Association of Housing Companies (Verband Bayerischer Wohnungsunter-nehmen)

oral interview (with Pen Pads in August 2007)

955 (all over Germany)

 Study Author method number of

respondentsremarks

“survey 2008 energy saving“

survey by the Forschungsinstitut Analyse & Konzepte - Beratungsgesell-schaft für Wohnen, Immobilien und Tourismus for the Northern German Association of Housing Companies (Verband norddeutscher Wohnungsunternehmen e.V. VNW)

telephone survey (January - February 2008)

460 (tenants of the Northern German Association of Housing Companies, which covers the German states Hamburg, Mecklenburg-WesternPomerania, Schleswig-Holstein)

„habitation and ecology in Germany”

Immowelt AG (one of Germany’s leading real estate sites)

internet based survey2008(people interested in renting or buying properties)

1400

Attitude concerning saving energy

Northern German Association of Housing Companies

0 20 40 60 80 100

Cost saving

Climate saving

Very important Rather important

Attitude concerning saving energy

Details in %

89

95

Northern German Association of Housing Companies

Saving money

Doing somethingagainst climate change

Environmental awareness of tenants

21.8%44.6%

Bavarian Association of Housing Companies

Predominant type properties marketed by the

respondents: Germany

House Buyer Demographics: Germany

Specific Housing Factors: Germany House Buyer

Environmental/ Energy efficient Factors: Germany

Buyer Concern/Awareness of Environmental Factors:

Germany

Decline to Purchase for Environmental Factors:

Germany

Importance of the Energy Performance Certificate for landlords/vendors and for buyers: Germany

Conclusions in both countries environmental/energy

efficiency factors are still not the most important factor that buyers consider when purchasing a house

In New Zealand price and number of bedrooms are still the main determinants of house purchase, while in Germany the location to transport and schools are the main consideration in the purchase of a house.

Conclusion cont.

Both countries report a similar level of awareness and importance to the main environmental/energy efficiency measures in residential property, with buyers in both countries placing the highest importance on the correct aspect, ceiling insulation, heat pumps and double glazing.

Conclusion cont.

At this point in the ‘green housing” and “housing energy efficiency” development in residential property, for the majority of house buyers the importance of environmental factors appears to be an issue once the property is purchased rather than a consideration in the purchase decision

Conclusion cont.

The study results show that the most environmentally aware house purchaser is the higher income single or young couple buyer and the older high income retired buyer. All other demographics were more focused on price, house size and bedrooms rather than the ongoing cost of heating/cooling the property and the carbon footprint of the house.