Willingness to pay and preferences for healthy home attributes in Canada

This study examined aspects of the "healthful living" concept in the Canadian housing market. This project focused on identifying what Canadian householders value and desire in the indoor environment of their homes, particularly with respect to the indoor air quality, lighting, and acoustics. A nationwide survey consisting of 3,592 Canadian households was conducted, revolving around issues of consumer demand for healthier homes. The major topics assessed were: 1) willingness to pay for better indoor environmental quality; and 2) householder choices and preferences for healthful living attributes. Modeling using logistic regression was conducted to determine whether the likelihood of paying more for better indoor environmental quality features could be predicted. Products and materials promoting energy efficiency, natural light, better insulation, and nonallergic qualities were preferred in a choice/preference question of nine attributes regarding healthier homes. There seem to be market opportunities for the healthy home concept to establish itself in the Canadian housing sector, which may serve to benefit the Canadian wood industry.