some homeowners willing to pay planet-friendly premium

A TD Canada Trust Green Building Poll conducted last fall by Ipsos Reid found that 73 per cent of Canadian homeowners, or those considering buying a home, would be willing to pay a premium for environmentally friendly features, indicating that some are actually willing to put their money on the line for the good of the planet.

"Going green is good, but the cost of going green is a real issue," says Toronto realtor Catharine Palmer. She says many people are content "to do their `green thing' by taking the vehicle, taking the subway, or buying a bike."

Also, different buyers have different ideas about what it means to "buy green." More people show interest in green homes and products if they think they can provide good, long-term economic return and energy savings, realtors say.

And some Canadians are still skeptical of the movement, Palmer says, with 64 per cent in one poll rating the "green" products claim as a marketing ploy. Not surprising, given the amount of greenwashing we see every day.

Full article at the Toronto Star