Consumer demand for zero carbon homes within the UK

Household emissions currently account for some 25% of the overall CO2 emissions within the UK, whose government has a clearly defined series of directives, strategies and targets aimed at achieving widespread zero carbon (Zc) housing by 2016. Lack of consumer demand is a potential hindrance to the drive for Zc homes and therefore it becomes vital that the delivery of such homes align with the attitudes and values of potential home buyers. This extends to consumer buying decisions as a result of differing levels of concern and motivation surrounding carbon emissions, with some home buyers engaging in more pro-environmental behaviour than others due to varying levels of awareness of the benefits to be gained from Zc homes. To date, there is little evidence within the existing literature to either confirm or refute the presence of a buoyant market demand for Zc homes. Consequently, this research focuses on buyer decisions related to Zc, private, housing. The findings from the analysis of a number of questionnaire responses provides views and opinions of potential home buyers when asked to consider the drivers of their choice of new home and views on Zc homes. The findings suggest that consumers currently have a moderate to strong Zc awareness and are able to determine potential benefits of the concept. However, such awareness does not necessarily result in increased pro-environmental behaviour, which is often dependant on a much wider range of contributing factors.