Willingness to purchase and to pay a price premium for apartments with exterior green walls

Despite the well-documented benefits of exterior green walls (GWs), their adoption in the housing market remains limited. This study constitutes the first empirical investigation into the willingness of prospective homebuyers to purchase newly built apartments featuring a hydroponic living wall, the price premium (PP) they are willing to pay and the factors influencing their motivation. Based on an online survey among a nationally representative sample of Israeli adults, findings reveal that despite 84% being unfamiliar with GWs, 63% expressed interest in living in a GW-integrated building and were willing to pay an average PP exceeding 5%. This may reflect a general openness to innovative and sustainable architectural trends, despite limited prior knowledge. Key positive predictors of willingness to pay (WTP) included awareness of GW benefits, engagement in environmental activities and installation grants. Aesthetic enhancement, thermal performance, educational value, perceived innovation and property marketability benefits also had significant positive effects. In contrast, concerns about potential nuisances emerged as the primary barrier. Sociodemographic influences were limited, with only gender and income showing significance – females and lower-income individuals reported higher WTP. The study highlights the market readiness for GW adoption and offers a foundation for targeted policy and outreach efforts to enhance uptake.