<p>A new national pan-industry marketing plan is needed to improve the image and perception of zero carbon homes among consumers, according to a report out today.</p> <p>Research carried out by the Zero Carbon Hub and the Energy Savings Trust found that home buyers do not understand the zero carbon concept and are wary of the motivation behind the promotion of green developments. They are unwilling to pay for sustainable features which they consider expensive and unproven.</p> <p>In today's report the Hub and the EST call for a new marketing strategy for zero carbon homes to address this and stimulate demand for the homes. Other recommendations include creating an environment of constant innovation rather than radical changes so that high performing homes become the "new normal".</p> <p>Zero Carbon Hub chief executive Neil Jefferson said: "It is vital that we create a positive public perception of new high performing homes of the future. This is a huge challenge that requires industry leadership and resource to achieve.<br> <br> “A bad marketing plan or one created in haste may turn-off homebuyers and delay the urgency of these initiatives. But 2016 is on the near horizon, and a planned and professionally executed marketing programme is …