How consumers value healthy houses: a preliminary segmentation of Canadian households

As part of a larger research project which examined the concept of healthy houses in Canada, this study provides a preliminary assessment of potential segments of Canadian householders based on their attitudes about two indoor environmental quality (IEQ) attributes (indoor air quality and lighting). Additionally, concerns about energy efficiency in the home are also addressed. A nationwide survey of households (n = 784) was conducted to search for indications of segments of Canadian householders that value their homes’ indoor environments and energy efficiency, thus addressing issues of consumer interest for healthier homes. Similar groups of householders were derived based on their levels of agreement with a variety of statements regarding some indoor environmental quality attributes and energy efficiency. The specific goals were: (1) to identify segments within Canada which indicate the presence of potential consumers of healthier houses on a broader scale; and (2) to characterize these groups using attitudinal and demographic variables. Segmentation in this study was conducted using a k-means cluster analysis, with the clusters being characterized using demographic and attitudinal information. Results indicated that there is indeed an identifiable segment within the Canadian housing sector for products and services associated with the healthy housing concept. Although housing and policy recommendations are not explicitly made, both private and public stakeholders in the Canadian housing sector could benefit by taking note of these findings.

David CohenEmail: