Drivers for green building label adoption in developing countries: the case of Brazil

Purpose Green building labels (GBL) have gained substantial attention as a solution for promoting sustainability in the built environment. Therefore, many studies have been conducted on drivers for GBL adoption. However, there have been limited studies identifying the relationships between drivers. This study aims to develop a model of drivers to promote GBL adoption in developing countries, using Brazil as a case study. Unlike previous studies, the proposed model identifies the relationships between the drivers. Design/methodology/approach Following a comprehensive literature review, data were collected through a questionnaire survey with 78 professionals with green building experience. Validated interpretative structural modeling (VISM) was used to analyze the data. Findings Six key constructs were identified as fundamental drivers for GBL adoption in Brazil: (1) market attractiveness, (2) optimization of the certification process, (3) intangible benefits, (4) institutional support, (5) environmental awareness and (6) cost reduction with GBL. Surprisingly, client demand is not a significant driver for GBL adoption. Originality/value The model analysis indicates that Brazil can contribute a valuable example for the world on how a national policy can increase stakeholder awareness of GBL. The model presents the drivers in three phases of implementation that could contribute to the adoption of GBL in Brazil, which may serve as a model for other developing countries. Furthermore, the study discusses the low client demand for GBL and how the developed model can help overcome this challenge. This driver model provides a basis for defining strategies that policymakers and practitioners can adopt to encourage GB certification to improve the environment, economy and human health. This study contributes to the body of knowledge by identifying the relationships between the drivers for GBL adoption.