Reveal Marketing Research study: Environmental issues in construction are major concerns for over 60% of Romanians
Reveal Marketing Research conducted a nationally representative study to measure Romanians’ perceptions and behaviours related to environmental issues in the construction field of activity, in a context in which we are facing an excessive consumption of the planet’s natural resources that threatens the future of the next generations.
- 84% of Romanians believe that innovation and modernity offer significant opportunities to mitigate environmental problems
- 7 out of 10 Romanians would be confident to build a house with the most sustainable masonry material
- Energy performance of the building (76%) and inadequate disposal of construction waste (69%) are perceived as the main environmental problems in construction that influence the quality of life.
Romanians believe that innovation and modernity offer significant opportunities for environmental issues, and their level of openness and trust in sustainable building materials is constantly increasing
According to the results of the Reveal Marketing Research study, modernisation is becoming an increasingly important facet of ensuring quality of life and protecting the planet, with 84% of Romanians believing that the way innovation and technology is managed and used can positively influence environmental protection.
This perception is particularly common among people aged 35-44 (96%), this being the age group that chooses more often “green” or ecological products and solutions in their daily life (14% vs. 11% total sample).
The sustainable character of constructions is essential for protecting the environment, reducing long-term costs and improving the quality of human life, and in the view of 37% of Romanians, the ideal house is characterized by sustainability (vs. 28% in 2022).
Turning our attention to masonry materials, we notice that the attribute of being “friendly with the environment” is becoming more and more defining for this product category, registering a score of 58%, a percentage increasing by 7% compared to the similar study conducted in 2021.
Moreover, the confidence level of Romanians to build a house with the most sustainable masonry material is increasing compared to last year, reaching 72% (vs. 66% in 2022). This attitude is found to a significantly greater extent among those aged between 35-55 (83%) and those who have built or are in the process of building a house (84%).
Sustainability in construction takes many forms, and if we refer to the motivations for choosing the masonry material used in the construction process, sustainable attributes are associated to a greater extent with the AAC material. So, 56% of construction specialists declare that they prefer to build with this material because of its durability, while 26% mention its ecological character, and 21% its quality of reducing carbon emissions.
Marius Luican, CEO of Reveal Marketing Research:
“Living space is of crucial importance in ensuring quality of life, as it has the capacity to influence aspects such as health, safety, comfort, well-being or satisfaction experienced by individuals. The results of the survey reflect a significant concern and a growing awareness of environmental issues in the construction sector, with an emphasis on the importance of sustainable construction. Romanians aspire to live in sustainable and energy-efficient homes that are environmentally friendly and help them save money in the long run by lowering maintenance costs.”
Environmental issues in construction field of activity are major concerns in the current context for over 60% of Romanians
More than 60% of Romanians are highly concerned about all construction sector issues affecting quality of life, with building energy performance (76%) and inadequate disposal of construction waste (69%) being their main concerns.
When it comes to the influence of the construction process on the environment, 79% of Romanians believe that it is necessary to prioritise the promotion of products that help the environment, while 78% perceive construction companies as responsible for the level of carbon footprint they emit, and 77% believe that all companies should make public the activities by which they harm the environment.
Focusing on the different types of consumers, we note that those who have built or are in the process of building a house consider to a significantly greater extent that the sustainability of the home is as important as the comfort it offers (86% vs. 77% total sample).
Sustainability in construction helps to conserve natural resources and create a healthy and comfortable environment for residents, and most building specialists say they recommend AAC as a masonry material to clients who want a sustainable/eco-friendly, modern and energy-efficient home.
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.
Methodology: The Reveal Marketing Research study was conducted online between 18-24.05.2023, on a representative sample for the universe of 18+ internet users. The sample size was 1228 respondents + an oversample of 507 people working in the construction industry and the maximum sampling error for the general target is +/-2.7% at 95% confidence level.