Consumer Research in S & PT – 2018

There is a sizeable level of appeal for the Green Mortgage proposition in both markets, with the greater potential being in Spain. When faced with a choice between this and a conventional mortgage, there is still scope for a Green Mortgage proposition, and there is a large proportion who are undecided in Portugal. Although generally clearly understood, clarity could be improved in Portugal – the key here is communicating the benefits, which should also improve relevancy. The appeal of the Green Mortgage is reinforced by the prospect of an energy partnership which may also add further credibility.

The most compelling reason for taking out a Green Mortgage are the long-term savings, which will be crucial to communicate to prospective buyers. Other areas that will also be important to communicate are the lower interest rates and saving on energy bills is another factor that is driving appeal for the Green Mortgage. Not wanting / cannot afford an additional loan is the biggest barrier for those who find the proposition unappealing (esp. in Portugal) – highlight long-term savings to address this.