Scaling the Green Wall As fuel prices soar, and technology leads to building that is, in equal measures, aesthetically right, cost efficient, and “green,” the once-wide gap between interests of efficient production and sustainability subsides. Green building will grow from 2 percent of homes, about $7.4 billion today, to from 5-to-10 percent, somewhere between $19 billion and $38 billion, according to a survey of 363 NAHB members.

Business Triggers 88% Increases in energy costs and utility rebates

88% Consumer demand

87% Superior performance

86% Codes, ordinances and regulations

83% Competitive advantage

Leaning to Green 92% It's the right thing to do

87% Lowering lifecycle costs, such as energy efficiencies and productivity increases

82% Expanding business with customers who are interested in green building

82% Staying ahead of the competition

78% Limiting exposure to liability on such issues as water leaks and mold

The Downside 82% Starting costs

79% Unwillingness of consumers to pay additional costs for a green home

79% Uneducated consumers

72% Codes, ordinances and regulations

70% Lack of awareness among consumers of green products

39% Perception of green building as a fad