Overcoming barriers to sustainability: an explanation of residential builders' reluctance to adopt clean technologies.

The construction industry has great opportunities to significantly reduce CO₂ emissions by improving the energy efficiency of residential buildings. However, in this industry, diffusion of cost-effective clean technologies has been notoriously slow and below potential. This paper sheds light on factors that explain why construction companies have been reluctant to adopt energy-efficient technologies. It questions why some companies have intensified their investments in clean technologies, while others are lagging behind. Based on a multiple case study of four Dutch building contractors, the paper shows that contractors that actively gather information and build internal technical capacity are keener on adopting energy-efficient technologies. Findings also reveal that it will be a major challenge for the construction industry to communicate the advantages of clean technologies to (potential) home buyers and create market demand. Copyright © 2008 John Wiley & Sons, Ltd and ERP Environment. [ABSTRACT FROM AUTHOR]