The role of LEED certification in consumer major purchase decisions: a case study of the Chattanooga Volkswagen manufacturing facility

Abstract

The Leadership in Energy and Environmental Design (LEED) certification program serves as a benchmark for ‘green’ construction in the U.S. Although considerable research has investigated the marketability of LEED-certified buildings, no direct attention has been given to assessing if the benefits of LEED certification filter down to the profitability of products manufactured in those buildings. To investigate this potential influence, I conducted a large-scale survey of regional owners of the Volkswagen Passat, which is manufactured in the world\u27s first automobile plant to achieve LEED Platinum status. Results suggest that manufacturing facility LEED certification does not influence product purchasing decisions regardless of knowledge of LEED, other car feature preferences, and demographics. Results of this research may help to guide marketing of products manufactured in LEED-certified buildings and provide additional incentive to manufacturers to consider LEED certification as a viable business practice