Consumer Behavior towards Green Building: A Study in Abu Dhabi

Green energy is a concept that has developed dramatically in recent years, for both professionals and regular consumers. One of the most important applications of green energy is ‘Green Buildings’. This paper discusses Green Buildings from the perspective of the local consumers of Abu Dhabi city. Various elements of consumer preferences towards green buildings are evaluated in order to gauge their marketability in Abu Dhabi real estate market and the level of competition in the area. One of the research main themes is to evaluate existing Green Building support and recommending future anticipated support to boost the growth of the green construction industry. Primary data was collected through face to face interviews using a convenience sample of sixty respondents. This study has shown that Green Buildings are marketable products with their own marketable features; marketing tools sometimes are different from the tools used to market conventional buildings. Taken together, the study recommends stakeholders to invest more in green construction that will ultimately lead to solid growth in the industry of Green Buildings.