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The Positioning of Sustainability within Residential Property Marketing

The Positioning of Sustainability within Residential Property Marketing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Urban Studies: An International Journal of Research in Urban Studies SAGE

The Positioning of Sustainability within Residential Property Marketing

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References (50)

Publisher
SAGE
Copyright
© 2010 Urban Studies Journal Limited
ISSN
0042-0980
eISSN
1360-063X
DOI
10.1177/0042098010375321
Publisher site
See Article on Publisher Site

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.

Journal

Urban Studies: An International Journal of Research in Urban StudiesSAGE

Published: May 1, 2011

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