Builders work hard to enlighten consumers to convince them why these costs are worthwhile—and why so many green innovations can be accomplished with relatively little money. The new type of certification will also help consumers understand these rewards. In theory, certified houses will always be easier to resell, but advocates of green buildings hope that the new measurement standards will attract more consumers' attention. As in the previous generation, Consumer Reports and McGraw-Hill Enterprise’s rankings have had a great impact on car buyers.
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