Investigation of Social Opinion on Green Lifestyle and Eco-friendly Buildings. Decision Making Criteria

The present paper develops decision-making criteria through literature research to assess the social opinion on green life style and eco-friendly buildings. Validity of criteria was ensured among company executives and academic staff, based on elaborated criteria small pilot survey was performed and analysed. Current research focuses on the influence of demographic variables (e.g., age, gender) and individual subjective characteristic factors; external influencing factors (e.g., social norms, policies) are not used. According to the research results, our concept helps to outline the most crucial factors in industry regarding customer subjective requirements on eco-friendly building and innovative building materials. Nowadays companies need to meet customer requirements in order to adjust them in terms of eco-innovation approach and industry’s green ecosystem development and remove the gaps in value preposition. This paper helps to investigate  respondents’ awareness, requirements, and willingness-to-pay for the eco-friendly houses.