Not all that's 'green' is gold

It’s long been understood that there’s an undercurrent of “greenwashing” – or false green marketing -- in the modern consumer environment, particularly as it relates to green homes and appliances.

A new advisory from the Illinois Association of Energy Raters illuminates the effect of green certifications, which multiple studies suggest cause homebuyers to pay 10% to 14% more for homes, even though homes that count as perfectly “green” can sell for less than their potential value when not promoted as such. Additionally, many of the homes listed with green certifications fail to elaborate on these features.

“Let's dispel the myth of 'green' homes- in construction, 'green' actually just means 'well-built',” said the IAER in a statement. “The green certifications earned by homebuilders incorporate checklists and performance testing to ensure a home will be comfortable, healthy, durable, and low-cost. It turns out that homebuyers are willing to pay more for proof of those benefits - 10% more, on average. No recycled countertops or bamboo carpets needed.”

It’s worth mentioning, however, that even though Energy Star is a widely trusted method of fighting inaccuracies in "green" marketing claims, audits of the Energy Star program have highlighted weaknesses in the program’s standards as well.

In 2010, Congressional auditors submitted several bogus products for Energy Star certification, many of which easily secured the labels.