BIM washing as a decoupling mechanism: analysis of ceremonial isomorphism in the construction industry

This article analyzes the phenomenon of BIM washing through the prism of institutional theory, presenting it as strategic decoupling driven by organizational isomorphism. While most studies on BIM (Building Information Modeling) assume rationality in technological choice, this analysis shows that organizations in the construction sector sometimes adopt BIM only symbolically, not because of operational benefits, but in response to institutional pressures (tender requirements, industry standards, or imitation of competitors). This leads to permanent decoupling, where the ceremonial facade of BIM advancement (certificates, positions, project portfolios, etc.) coexists with unchanged traditional design practices. Thus, BIM washing is not an accidental failure of implementation, but a rational strategy for managing the conflicting expectations of the institutional environment. The article extends institutional theory with a new concept of washing and offers practical implications for public policy and technology management in the construction industry.