CHAPTER 1

INTRODUCTION

1.1

Introduction
Home is a space of physical structure where people seek for shelter and

serve as medium of protection and secure from outside world. Generally, home is
the most essential asset for people to live in regardless of the size and design of the
house. Most people are satisfied with their conventional homes without realizing that
they have spent a lot on the energy and water bills. Moreover, they are also living in
bad air indoor quality due to the materials and finishes in a regular home contain
formaldehyde and high volatile organic chemicals (VOCs) (Cate, 2008).
In a relation to that, green home has been evolved to provide a healthier
home for the occupants and environment. Rising energy costs, limited natural
resources and concerns about occupant health have all prompted architects to
reimagine the design and construction of dwellings. Houses that address residents'
environmental, economic and social needs are rapidly becoming common in the
world marketplace nowadays (Friedman, 2007).
Sadly though, the implementation of green home in Malaysia is not that
comprehensive compared to other countries. Most of the developers' aim in
Malaysia is only to maximize profit and minimize cost as much as they can without
thinking the long-term effects of conventional homes. Moreover, only a few
established developer in Malaysia manage to develop green home while a number
of other developers fail to do so due to certain factors that needs to be revealed. On
top of that, the awareness of the green home concept and demand of this has not
reach to expected level and thus, an important task here is to undertake a research
on consumer perception and intention towards living in green home (Alias et. al.,
2010).

Therefore, in this study, an analysis shall be conducted based on a survey

done to identify the important elements of green home development, to determine
the level of awareness and understanding of green home development among home
buyers and to discover the level of implementation of green home development that
has been carried out based on the current practice.

1.2

Problem Statement
The latest trend in housing is that of green home, whether it is in

newspapers, the internet or magazines, many articles can be found that talk about
sustainable living and reducing our carbon footprint. It is admirable that the role of
green home is to ensure that the impact of humans' behaviour on the planet is as
little as possible and do not adversely affect sources like water, air and land. (Ji,
2012). In Malaysia, smart and sustainable initiatives in housing have been
highlighted by the government and communities alike; however, present legislations
relating to habitation is more focused on physical development of housing, while
social and cultural matters are not often considered. Public policies or strategies in
housing mainly deal with affordability rather than sustainable inhabitation (Alias et.
al., 2008).
However, many home buyers' positive perception of green home is limited
and leads them to believe that building or buying a sustainable home will lead to
extra costs being passed on to the consumer. This is a common misconception; in
fact, building a green home is often cheaper not just for the builder, but also for the
consumer. (Ji, 2012). The main problem of green home in Malaysia is ,most of the
homeowners in Malaysia are not aware of green home and they lacked
understanding about the concept, designs and the benefits of the green home being
introduced to them. This accounts for the low demand of green home in Malaysia.
Moreover, they are not willing to purchase green home because the price is more
expensive compared to conventional home. They are not aware that a green home
can help them to save money in the long run (A.Alias et. al., 2010).

1.3

Aim and Objectives

The aim of this study is to establish the nature of perception of green home

by existing and potential home buyers in Klang Valley. To achieve the above aim,
the following objectives have been deliberated for this study:
1.3.1 To Identify the important features of green home;
1.3.2 To determine the perception of green home development among
home buyers;
1.3.3 To analyze the relationship between home buyers' demographic
background and their perception of green home.

1.4

Significance of Study
This study is prepared in for the significance of home buyers. Buying a home

is a significant investment and a choice that will have an ongoing impact on their
quality of life including their familys health and saving utility bills. The home they
buy also has an impact on the environment which from the resources consumed in
its construction to the greenhouse gasses generated. Greenhouse gas emissions
from this sector come from fossil fuel combustion for heating and cooking needs,
management of waste and wastewater, and from electricity consumed by homes
and businesses to keep it warm. Thus It is a big decision for buying green homes
which can change the world to be a much better place to live in.
1.5

Scope of Study
The study focuses on the perception of home buyers of green home

features, its environmental benefit, economic benefit, price and obstacles in

implementing green home. Their perceptions are important to assess their
willingness to buy green home which will definitely benefit in many aspects of lives.
The study concerns for the perceptions of home buyers in Klang Valley who
are working and either home owners or potential home buyers. These category of

people are the prospectus of green home buyers since they may be affordable and
be may be knowledgeable a bit or so about green home.

1.6

Methodology
1.6.1 Process of Gathering Data and Information
Two types of data were collected. These are the primary and secondary
data. The specific data collected are as follows:

1.6.1.1 Primary data

Questionnaires are handed out to random home
buyers in Klang Valley. It enables greater proportion of the population
to be reached within a limited timeframe. To stimulate potential home
buyers to buy green homes instead of conventional homes, it is
necessary to look at the topic from their point of view.
Furthermore, discussion and interview will be held with
the established and well known housing green developers in Klang
Valley. This is done to acquire accurate data to assist in the survey of
home buyers' perception.

1.6.1.2 Secondary Data

Secondary data is required from journals, magazine, online
database, books and other reliable sources. Books such as
'Fundamental of Residential Construction' by Edward Allen (2011)
'Good Green Home' by Gibbs Smith (2003) and 'Green Building:
Principles and Practices in Residential Construction' by Abe Kruger
(2012) have been referred.

1.6.2

Analyzing Data and Information

In this chapter the results of the data analysis are presented. The

data are collected and then processed in response to the problems of the
study. Two fundamental goals drove the collection of the data and the
subsequent data analysis. Those goals were to develop a base of perception
from the home buyers. The findings presented in this chapter demonstrate
the potential for merging theory and practice.

1.6.3

Addressing Findings, Conclusions and Recommendations

This is the last chapter of the thesis and the most important

part because it is here where the findings, and the whole thesis for that
matter, are summarized; generalizations in the form of conclusions are
made; and the recommendations for the solution of problems discovered in
the study are addressed to those concerned.

Identify the issues and problems

Stage 1
--------------------------------------------------------------------------------------------------Addressing objectives, scope of objective, significance
of study and methodology of study

Stage 2

--------------------------------------------------------------------------------------------------Process of Gathering Data and Iinformation

Stage 3

Primary Data

Secondary Data

Interview
Questionnaire
Face to face
interview

Journal and
Article
Website
Magazine

--------------------------------------------------------------------------------------------------Analyzing data and information

Stage 4
---------------------------------------------------------------------------------------------------Addressing findings, conclusions and
recommendations
Stage 5
Figure 1.1: Flowchart of Research Methodology

1.7

Limitations
Although this research was carefully prepared, there are still limitations and

shortcomings. First of all, the research was conducted for random home buyers.
There are some of them might not be knowledgeable at all about green home.
Second, since the questionnaire designed to determine the perception of green
home development among

home buyers; it seems not to provide enough evidence

of the their actual understanding of the green home benefits to the environment.

1.8

Arrangement of Chapters
Chapters are arranged according to the stages involved in the research

methodology and also the topics to be discussed for this study.

1.7.1 Chapter 1 Introduction

The first chapter consists of introduction of the study, which
derives the problem statement and objectives, stating the scope and
limitation of the study, and also identifying the significance and methodology
of the study.

1.7.2 Chapter 2 Literature Review

The second chapter for this study will cover the literature review of
the topics, which is the historical and factual part of the study. It discusses on
the background of the topic, significant definitions, and secondary data
gathered from related reading materials.

1.7.3 Chapter 3 Case Study

In this chapter, it will cover on the background of the case study and
the explanation will be more specific. Discussions and explanations on the
identified issues regarding green home would be presented.

1.7.4 Chapter 4 Data Analysis

The chapter will cover on the analysis and presentation of data
collected from the awareness survey done upon the most critical issue
identified. Pie charts and tables will be used to represent the data so that it
can be easily comprehended. Highlights of the findings from the survey done
would be presented.

1.7.5 Chapter 5 Summary and Conclusion

The final chapter of the study will cover on the summary of chapters,
recommendations for future studies, constraints of study, authors opinion to
the study, conclusions made for this study and recommendations on
solutions for the problems.