Heterogeneous preferences for sustainable housing: evidence from Poland

The literature on sustainable housing is becoming increasingly popular around the world. Empirical research, however, does not acknowledge the existence of a comprehensive and unified approach to sustainable housing goals. It is still unclear if the mindset toward sustainable housing is rooted enough among various stakeholder groups to allow going beyond the concept of energy-efficient developments. That is why the study focuses on examining the perception of sustainable housing goals among future home buyers. The analysis presented in this paper comprises two stages. First, the analytical hierarchy process is used to assess the relative importance of the three main dimensions of sustainable housing, which are: economic, ecological, and social dimensions. Secondly, based on the emerged clusters, willingness to pay for the improvement of the chosen parameters of the residential building is verified. Regarding the adopted research approach, four homogeneous groups of future home buyers have been identified, namely ecologically oriented, socially oriented, cost-saving oriented, and mixed. The results of the study also reveal that the most appealing to future home buyers are the ecological and economic aspects, while the social ones still require further research. The article contributes to a better understanding of the process of sustainable housing development among potential home buyers, and what may be relevant to different stakeholders engaged in the process of sustainable development. Each of the stakeholder groups, starting from households via developers and policy-makers to academia, plays a specific role in this process.