Green Homes Report - What Buyers Want

Green homes will have a significant influence on the UK reaching its net zero 2050 targets, but unless homeowners are happy to live in them, there will be little commercial benefit for housebuilders to construct them.

We wanted to understand the opinions, knowledge and demands of those in the market to purchase a new home – having either recently purchased, or looking to purchase a property in the next 12 months.

We asked 500 first time buyers and ‘second steppers’ whether they were likely to purchase a green home, which green features they were willing to pay more for and their reasons for choosing – or not choosing – a green home.