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10 - A Blueprint for Green Market Transformation

Published online by Cambridge University Press:  27 October 2022

Daniel C. Matisoff  and
Douglas S. Noonan
Daniel C. Matisoff
Affiliation:
Georgia Institute of Technology
Douglas S. Noonan
Affiliation:
Indiana University–Purdue University, Indianapolis
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Summary

This chapter organizes the review of our perspectives on Green Market Transformation into factors that predict and explain Green Market Transformation.First, we describe the conditions associated with this transformation.These are factors that supports the transformation occurring. To transform markets through voluntary mechanisms requires the strong rule of law, institutions to curtail fraud and to support property rights to encourage long-term investments. These boundary conditions become assumptions about the context that can help enable Green Market Transformation. Next, the catalysts are reviewed – those causal mechanisms that actually bring about the deep greening of the building sector markets – that previous chapters detail.Our theory of Green Market Transformation argues that the dissemination of information through voluntary mechanisms can help address the barriers and market failures that produce the Valley of Death. It is hypothesized that these mechanisms include, though are not limited to, well-designed ecolabels and iterative demonstration projects that overcome market barriers by disseminating information about the cost and performance of nascent technologies to the marketplace, lowering costs and risks associated with the adoption of greener technologies.These predictive conditions and causal mechanisms form the blueprint for those seeking to engineer green market transformation.

Keywords

Green Market TransfomationLEEDinformation spilloversgreen demandsignalingregulation
Type
Chapter
Information
Ecolabels, Innovation, and Green Market Transformation
Learning to LEED
 , pp. 256 - 277
Publisher: Cambridge University Press
Print publication year: 2022

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