Early adopters in the past have been wealthy because they can afford to try the latest and greatest. Upscale properties also get the media attention. In reality, many green houses are designed for mainstream America. Less is more in a green house.

No. 2: GREEN BUILDING IS A FAD

"Sustainable home design is as old as the hills," says Minneapolis-based architect Sarah Nettleton. "Time-tested solutions such as flow-through ventilation in the high desert of New Mexico and thick adobe walls worked then as well as they do today. High ceilings in southern climes were and are a practical way to stay cool."

No. 3: GREEN IS UGLY

Banish thoughts of '70s-era earth-sheltered houses and geodesic domes. These days, Earth-friendly cannot be distinguished from the rest of the neighborhood. Some of the most beautiful building materials are going green. Check out the natural funky-colored Marmoleum or stained cork for floors. For walls, less-toxic paint and dirt-type plaster applications keep indoor air clean.

No. 4: AVOID WOOD

North American wood is a good renewable choice. Jeff Howe, CEO of Fullerton Cos., a Minneapolis-based wood products company, and an internationally recognized forestry expert, said: "Wood is the only widely available construction material that is renewable and produced using solar energy." Buying certified wood for your home is the ultimate in Earth-friendliness. Look for the FSC, SFI and Canadian Standards Association labels.

No. 5: RECYCLED IS ALWAYS BETTER

Only post-consumer-content building materials have a significant positive impact on the environment because they're made with waste diverted from a landfill. Typically, pre-consumer recycled products contain less than 50 percent recycled materials, so more than half of the product is made from virgin, extracted resources leading to energy use, depletion of resources and pollution. "Given the choice, never substitute a nonrenewable product for a renewable one," says Howe.

No. 6: PREFAB IS NOT DURABLE

Prefabricated homes can be more durable because they are built in an isolated environment, according to Alison Lindburg of Dovetail Partners Inc., a nonprofit group that specializes in helping businesses become more sustainable in their practices. Generally, prefabricated homes also waste fewer materials and are erected more quickly.

No. 7: CERTIFICATION IS NECESSARY

A home doesn't need to be certified by a third party to be sustainable. Some green home certification programs that require certain features and post-construction performance testing are relatively new and still fairly expensive, particularly for single-family homes. Use those certification programs as a template if you are in the market to purchase or build green.

Kim Carlson founded three earth-friendly companies. She is a board member for five environmental nonprofit organizations. Carlson uses her media appearances as the EarthSmart Consumer to discuss topics ranging from nontoxic gardening to eco-golf. She is a regular lifestyle contributor to NBC TV and hosts a weekly radio show on the VoiceAmerica Network called “Livin’ the Green Life.” To learn more, visit www.earthsmartconsumer.com.
Kim Carlson is at kim@earthsmartconsumer.com