The study examines the possibilities of eco-friendly housing development that allows developers to elaborate consistent strategies in order to promote customers’ green lifestyles and achieve performance in resource savings. Us-ing a correlation analysis, the authors identify the values of eco-friendly houses for customers and their opinion on a green lifestyle. The present paper develops decision-making criteria through empirical research to assess social opinion on green lifestyles and eco-friendly buildings. The most important attribute is eco-house functionality, raw material possibilities, manufacturing technology, the importance of using smart resources in relation to the price of the final product in the construction of eco-houses, design factors and green environment. Using certain attributes, innovative companies in eco-building can increase user value, reduce energy consumption, and advance their product develop-ment efforts. Nowadays, companies should meet customer requirements in terms of eco-innovation approach and in-dustry’s green ecosystem development, as well as remove the gaps in value preposition.

DOI: https://doi.org/10.3846/bm.2022.735