Signs of the greening of the housing industry may be popping up everywhere like wildflowers dotting an eco-friendly lawn in spring – but many consumers balk when it comes to putting their money on the line. Several recent polls have suggested that people interested in renovating or buying a home, and products for it, also want their choices to be good for the planet. A TD Canada Trust Green Building Poll conducted last fall by Ipsos Reid found that 73 per cent of Canadian homeowners, or those considering buying a home, would be willing to pay a premium for environmentally friendly features. Toronto realtors and contractors, who have a special interest in green homes, say although interest in this market is intense, the reality is that green initiatives can be costly. How, or if, they’re implemented can depend on a buyer’s commitment, awareness and education. “Going green is good – everybody knows that – but the cost of going green is a real, real issue (for many homeowners),” says city realtor Catharine Palmer. She says many people are content “to do their `green thing’ by taking the vehicle, taking the subway, or buying a bike.” And some Canadians are still skeptical of the movement, she says, with 64 per cent in one poll rating the “green” products claim as a marketing ploy.