Green Illusion or Green Confusion: Unveiling Consumer Perspectives of Sustainable Certified Homes
MetadataVis full innførsel
- Master of Science 
In the complex realm of sustainable housing, consumers are torn between perceiving sustainability as an alluring illusion or a perplexing mystery. Despite widespread environmental concern, individuals frequently choose not sustainable certified alternatives when making purchase decisions. One possible explanation for this gap is the lack of awareness and knowledge that is necessary for the adoption of such practices. The purpose of this paper is to cast light on the true nature of how consumers perceive and comprehend the concept of sustainability and the consumers perspectives on sustainable certified home purchase situations. The current study uses in-depth interviews to uncover the consumer perspectives in the housing market of Oslo, Norway. The results are discussed based on attitudes toward sustainability, the significance of sustainable certifications to consumers, perceived performance of housing operators, and consumers’ willingness to pay for sustainable certified residences. Despite a notable lack of consumer awareness, the study findings highlight a significant recognition of the impact of sustainability certification on purchasing decisions. Notably, socio-demographic factors, particularly age, emerge as determinants of consumer interest in sustainability certification. However, when confronted with tradeoffs, preferences for sustainable certified homes shift towards conventional attributes. This phenomenon can be attributed to inadequate understanding, technical complexity, and a lack of standardization, which act as barriers to the adoption of sustainability certified residences. Participants in all cases, however, indicated a willingness to pay prices comparable to current market prices for sustainable certified homes. Implications and limitations of the findings are then discussed.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2023