Author: Prof. Dr. Megat Mohamed Ghazali Megat Abdul Rahman, Dr. Khadijah Hussin, Ainur Zaireen Zainudin, Maslinda Abd Latiff, Norhidayah Md Yunus, Nor’Aini Yusof, Released Date: May, 2012,Volume: 7, Issue No 1, ISBN: 1832-8505
Abstract: This paper attempts to discover private housing developers’ initiatives in supporting the development of sustainable housing in Malaysia. A study has been conducted to identify the sustainable housing concepts in housing development, the location, type of house, and price. By utilizing the post-modern approach, this study examines the marketing brochures collected during the Malaysia Property Exhibition 2009 (MAPEX 2009). As many as thirty-one brochures were collected and analyzed using the content analysis approach. From the analysis, it is found that most developers build houses by applying sustainable urban housing concepts although without directly using the word “sustainable” in their marketing brochures. Secure house is the most prominent sustainable housing concept used by housing developers, mostly through the development of gated and guarded housing. The developments have been concentrated in Johor Bahru, and mostly in the form of double-storey houses with prices above RM 200,000. It shows that this concept is parallel to Iskandar Malaysia Sustainable Development Principle that is to provide safety and comfort to the communities. Although this study has several limitations, it is significant to provide a preliminary overview on the progress of sustainable housing in the study area.
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