Keywords: Green facades, stated choice experiment, theory of planned behaviour, multinomial logit model, mixed logit model, multiple correspondence analysis, non-orthogonal data
Greenery can mitigate the negative effects of climate change. However, space to implement this greenery is getting scarce especially in urban environments (as a result of urbanisation). Combining the need for greenery and the lack of horizontal space feeds into the possibility of adding greenery vertically. However, these vertical spaces (e.g. facades) are often owned by private parties, thus the implementation of green facades requires the willingness of these parties. This research provides new
information regarding the willingness of Dutch home-owners of land-bound dwellings to implement a green façade and the influence of context variables on the willingness. A stated choice experiment was conducted to measure the preferences of Dutch home-owners regarding a green façade. The experiment was constructed using a non-orthogonal design, resulting in highly correlated attributes. Therefore, a Multiple Correspondence Analysis (MCA) was conducted to translate the non-orthogonal
data into orthogonal data. This data is then used in a Multinomial Logit (MNL) model, including 140 respondents and showing that a green façade is preferred over a non-green façade. A Mixed Logit (ML) model showed that there is heterogeneity regarding the willingness to implement a green façade and the types of green facades and that this heterogeneity is caused by differences in age, education level, attitude towards a green façade and the amount of greenery present in the neighbourhood.
Integrating the preferences and the willingness to implement a green façade, personal characteristics, and context variables can help municipalities and policy makers in general to strengthen the effect of their stimulating policies regarding green facades. Thereby potentially increase the amount of implemented green façades.