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1 results

  • 1 - Advancing a Perspective of Green Market Transformation

  • Daniel C. Matisoff, Georgia Institute of Technology, Douglas S. Noonan, Indiana University–Purdue University, Indianapolis
  • Book:
    Ecolabels, Innovation, and Green Market Transformation
    Published online:
    27 October 2022
    Print publication:
    03 November 2022, pp 1-26

  • Summary

    This chapter introduces a theory of Green Market Transformation, where emergent energy and environmental technologies gain widespread adoption in the marketplace. It articulatea a number of mechanisms that reduce transaction costs and disseminate information across the marketplace, such as building supply chains and improving demand for nascent technologies. Further, it reviews the global, European, and US uptake of ecolabeled buildings, providing evidence of the impact of the Green Building Movement. By providing examples of prominent ecolabeled buildings, it explores the motivations for ecolabel adoption and argues that firms and organizations compete to build ever-greener buildings. This competitive dynamic is evident across sports stadiums, where the authors detail a series of incremental improvements to stadiums over time.