Overcoming the Social and Psychological Barriers to Green Building
Organization & Environment, 21(4): 390-419.
47 Pages Posted: 21 May 2008 Last revised: 28 Mar 2015
Date Written: September 1, 2008
The green building movement has made tremendous achievements in the past decade. Technological advances in building systems and materials have made revolutionary possibilities in reducing the environmental impact of buildings. Economic achievements in price reductions have made these advances more feasible. And yet, adoption of green buildings within the construction and design fields remains low. The strongest barriers to a more rapid deployment of green buildings are now psychological and social. This paper surveys the form of these barriers, discussing them on three levels - individual, organizational, and institutional. The paper concludes with two categories of strategies for overcoming them: as entrepreneurial opportunities and a challenge for change. In this latter category, seven specific strategies are elaborated: issue framing, targeting the right demographic, education, structural and incentive change, indemnifing the risk, green building standard improvements, and tax reform.
Keywords: Green building, social barriers, psychological barriers
JEL Classification: M14, N60, O31, O33
Suggested Citation: Suggested Citation