title: The positioning of sustainability within residential property marketing.
abstract: This article investigates the evolution of sustainability positioning in residential property marketing to shed light on the specific role and responsibility of housebuilders and housing investors in urban development. To this end, an analysis is made of housing advertisements published in Basel, Switzerland, over a period of more than 100 years. The paper demonstrates how to draw successfully on advertisements to discern sustainability patterns in housing, using criteria situated along the dimensions building, location and people. Cluster analysis allows five clusters of sustainability positioning to be described—namely, good location, green building, comfort living, pre-sustainability and sustainability. Investor and builder types are differently located in these clusters. Location emerges as an issue which, to a large extent, is advertised independently from other sustainability issues.
authors.affiliation: Edith Maryon Foundation, Switzerland.
authors.forename: Ulrich
authors.initials: U
authors.lastname: Kriese
authors.forename: Roland W
authors.initials: RW
authors.lastname: Scholz
mesh_terms: D003246:Conservation of Energy Resources / Q000191:economics / Q000266:history / Q000331:legislation & jurisprudence; D003247:Conservation of Natural Resources / Q000191:economics / Q000266:history / Q000331:legislation & jurisprudence; D005060:Europe / Q000208:ethnology; D049673:History, 20th Century; D049674:History, 21st Century; D006798:Housing / Q000191:economics / Q000266:history / Q000331:legislation & jurisprudence; D040541:Marketing / Q000191:economics / Q000193:education / Q000266:history / Q000331:legislation & jurisprudence; D015397:Program Evaluation / Q000191:economics; D011634:Public Health / Q000191:economics / Q000193:education / Q000266:history / Q000331:legislation & jurisprudence; D011638:Public Housing / Q000266:history; D012111:Residence Characteristics / Q000266:history; D012941:Social Responsibility; D013557:Switzerland / Q000208:ethnology; D014506:Urban Renewal / Q000191:economics / Q000193:education / Q000266:history / Q000331:legislation & jurisprudence