Energy saving measures, if incorporated into existing and new buildings, can help the UK to achieve its ambitious goal to reduce carbon emissions by 80 per cent by 2050. Yet, the penetration of such technologies has been slow in the commercial real estate market. This paper examines the attitudes and preferences of office end users and their acceptance of carbon emission reducing technologies. It employs conjoint analysis to model the real estate decision-making of 150 respondents who claimed to have an input into their organisation’s choice of premises. The findings demonstrate that functionality and accessibility remain top priorities in occupiers’ choice of premises. Lower rents, improved corporate image and productivity are revealed as attributes that could compensate occupiers for energy-efficient attributes that restrict control over internal environment and operation of equipment. The paper discusses instruments to promote greater acceptance and penetration of carbon emission reducing design features in the office market.
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