A $3,000 Bathtub? It's an Emotional Thing
Marketing green upgrades
I have a not-so-dirty secret. Every house I have built for the last three years (except one) has a bathtub that cost well upwards of $3,000.
What is the payback on a $3,000 bathtub? Is it more or less than the payback on a $6,000 solar water heater? Are either of these truly rational purchases?
What is the value of the enhancement to your equanimity and marital harmony from that iconic bathtub? Do I calculate the payback on that solar panel based on today’s energy cost or that in five or ten years? What about resale value?
Seriously, what has logic got to do with it? It’s an emotional thing.
People buy as much green as they can justify—but they work to justify as much as they can afford.
I can work with that.
- Seth Tice-Lewis
May 15, 2009 11:44 AM ET
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