Green-built homes will take an increasingly large percentage of the market in direct proportion to their price because home buyers’ prime motivation today is cost-effectiveness, according to representatives from four suppliers and product manufacturers who spoke Jan. 13 at the National Association of Home Builders International Builders’ Show in Orlando, Fla.

“The key is value for every stakeholder in the process,” from the manufacturer to the builder and the home buyer, said Richard Davenport, director of sustainable construction for BASF.

The good news, said Kohler’s Rob Zimmerman, is that product manufacturers have been able to focus on the creation of new technology during the current building downturn “that will make green building more affordable.”

The speakers represented the sponsors of NAHB’s fourth annual Green Day, held each year to commemorate growth in green, energy-efficient and sustainable home building and remodeling practices. They gave their remarks at the opening press conference.

The very rural location of Marvin Windows and Doors’ Minnesota manufacturing facility has forced the company to be more resourceful, said Christine Marvin, the fourth generation of her family to work in the business. “Our commitment is to use our resources wisely,” and that applies to its products as well.

Speaking on behalf of the Council for Reponsible Energy was Carter Oosterhouse, star of several home-improvement cable television shows, who told reporters that he started out as a carpenter in his home state of Michigan. Now, with the platform that comes from reaching millions of viewers, Oosterhouse can also deliver the message that homeowner education and awareness is key to meeting energy-efficiency goals.