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The Positioning of Sustainability within Residential Property Marketing

Author

Listed:
  • Ulrich Kriese

    (The Edith Maryon Foundation, Theaterstrasse 4, 4001 Basel, Switzerland)

  • Roland W. Scholz

    (Head of Natural and Social Science Interface NSSI in the Institute for Environmental Decisions IED, Department of Environmental Sciences, ETH Zurich, Universitätsstrasse 22, 8092 Zurich, Switzerland)

Abstract

This article investigates the evolution of sustainability positioning in residential property marketing to shed light on the specific role and responsibility of housebuilders and housing investors in urban development. To this end, an analysis is made of housing advertisements published in Basel, Switzerland, over a period of more than 100 years. The paper demonstrates how to draw successfully on advertisements to discern sustainability patterns in housing, using criteria situated along the dimensions building, location and people. Cluster analysis allows five clusters of sustainability positioning to be described—namely, good location, green building, comfort living, pre-sustainability and sustainability. Investor and builder types are differently located in these clusters. Location emerges as an issue which, to a large extent, is advertised independently from other sustainability issues.

Suggested Citation

  • Ulrich Kriese & Roland W. Scholz, 2011. "The Positioning of Sustainability within Residential Property Marketing," Urban Studies, Urban Studies Journal Limited, vol. 48(7), pages 1503-1527, May.
    • Handle: RePEc:sae:urbstu:v:48:y:2011:i:7:p:1503-1527
    DOI: 10.1177/0042098010375321
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    References listed on IDEAS

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