CHAPTER 3
VARIATIONS IN FAMILIARITY AMONG
CONVENTIONAL AND GREEN BUILDERS.......................................................... 39
GREEN BUILDING IS AN EMERGING SOLUTION WITH AN UNCERTAIN TRAJECTORY.....................................39
THE ROLE OF FAMILIARITY IN BUILDER BEHAVIOR ....................................................................................41
RESEARCH QUESTIONS ..............................................................................................................................43
STUDY 1: FAMILIARITY WITH GREEN BUILDING.........................................................................................43
Sample ................................................................................................................................................44
Method................................................................................................................................................45
Results ................................................................................................................................................46
Study 1 discussion ...............................................................................................................................51
STUDY 2: FAMILIARITY WITH DIFFERENCES ..............................................................................................53
Sample ................................................................................................................................................54
Method................................................................................................................................................55
Results ................................................................................................................................................55
Study 2 discussion ...............................................................................................................................63
vi
GENERAL DISCUSSION..............................................................................................................................65
Green building has an irregular learning curve....................................................................................65
Green building may create new roles with new responsibilities ..........................................................66
CONCLUSIONS: THE DILEMMA OF CHANGE................................................................................................67
Recommendations...............................................................................................................................67
Creating change ..................................................................................................................................70
ACKNOWLEDGMENTS...............................................................................................................................71
REFERENCES ...............................................................................................................................