The Grass is greener: how greenery impacts the perceptions of urban residential property
ENCan different types of greenery improve the perceived value, safety, prestige, coziness, and aesthetics of multistory residential buildings? To find the answer, two studies were carried out. In Study 1, participants filled in questionnaires designed to measure the perceived value, safety, prestige, coziness, and aesthetics of a building. Every questionnaire was accompanied with one of four images of the same residential building, the only difference between them was the type of greenery present near the building. Participants were asked to evaluate the building in the image by filling in the questionnaire. A convenience sample of 238 university students (mean age 20, SD=2) participated in the experiment. Study 2 was an internet-based survey in which participants were presented with four images of a residential building and were asked to identify the most cozy, most expensive, most prestigious, most safe, and most aesthetic building. The pictures were the same as in Study 1. A snowball sample of 356 respondents (mean age 30, SD=11) participated in the survey. The results indicate that buildings with sophisticated greenery and plain grass greenery are perceived most favorably, while unkempt and chaotic greenery were found to be associated with worse overall perceptions and decreased perceived value of residential property. When creating green spaces near residential buildings, we recommend considering plain grass greenery as it is the most cost-effective solution and has a positive effect on the perceptions of residential property and its value. [From the publication]
