Studies Show Affluent Consumers Favor Green Homes

Fireman's Fund Insurance Co., which launched green homeowners insurance in the U.S. this summer, has found that high-end homeowners favor “green” homes. Nearly half of those surveyed are very interested in green homeowner's insurance.

Novato, Calif. — Fireman's Fund Insurance Co., which launched green homeowners insurance in the U.S. this summer, has found that high-end homeowners favor “green” homes. Nearly half of those surveyed are very interested in green homeowner's insurance.

These findings were gleaned from a national, Web-based survey conducted with high-end homeowners.

The survey found that affluent individuals are most interested in replacing HVAC, electrical systems, and appliances with green materials.

The same respondents are currently practicing environmentally friendly activities - recycling, seeking out energy efficient products, and routinely reducing energy consumption in the home. Respondents had a high familiarity with water-conserving plumbing and automatic control systems, and moderate to high familiarity with lighting controls, fluorescent light bulbs, and most Energy Star products.

“This research validates the interest and desire by affluent homeowners to incorporate all types of ‘green practices’ into their homes,” said Donald Soss, chief underwriting officer for Fireman's Fund Personal Insurance.

According to the National Center for Healthy Housing (www.centerforhealthyhousing.org), homeowners can expect substantial health gains by building green.

The study was designed to determine whether there is a significant movement towards using environmentally friendly materials and practices in homes owned by affluent individuals. Target respondents in California owned a home valued at $1 million or more and a minimum of $125,000 in disposable income or liquid assets. Target respondents elsewhere owned a home valued at $700,000 or more and a minimum of $125,000 in disposable income or liquid assets.