Factors Influencing Consumer Behavior for Purchasing Green Homes/Buildings

There is a gradual and steady growth observed among consumers all over the world regarding protection of environment and depletion of natural resources, which have led to changes in consumption pattern among them. This has led to the addition of green marketing notion as a third dimension in the relationship between man and environment. It includes development of sustainable and socially responsible products and services for consumers without compromising the conventional benefits. Hence, nowadays-green marketing is widely adopted by the marketers around the world with a hope to capitalize on this by developing strategies that allow consumers to integrate green products into their lifestyles. This paper examines the factors that consumers perceive as important attributes to a green home while making a purchase. The results identify the dimensions that green marketers may focus upon while marketing green homes compared to conventional homes