From Niche to Mainstream: A Knowledge Exchange Model for Sustainable Housing Adoption

As climate change intensifies the demand for sustainable practices, the residential housing sector remains a critical yet underutilized area for promoting energy efficiency. Although consumer awareness is increasing, sustainable and energy‐efficient (SEE) housing continues to occupy a niche market. This study adopts a knowledge management perspective to address the intention–behavior gap in SEE home adoption. Based on in‐depth interviews ( N = 16) and an observational study involving realtors and builder representatives in Ontario, Canada, the research identifies barriers to adoption, communication gaps, and stakeholder roles in knowledge exchange. Building on knowledge transfer theory, we propose the SEE Housing Adoption Knowledge Exchange Model: Canadian Context, a stakeholder‐oriented framework that enhances the dissemination and application of sustainability‐related housing knowledge across industry participants. The findings contribute to the emerging literature on high‐involvement ethical consumption and offer actionable pathways for integrating SEE considerations into mainstream residential real estate practices, with all empirical evidence and practice recommendations scoped to the Canadian residential market. The study advances the understanding of how knowledge transfer models can support strategic decision‐making, policy design, and sustainable consumer behavior in complex, multi‐actor markets.