Sustainable Building Materials: Marketing and Adoption Challenges – A Case Study of the USA

Abstract

The construction industry is one of the leading contributors to greenhouse gas emissions, accounting for nearly 39% of global energy-related carbon dioxide emissions (UN Environment, 2019). In the United States, the sector remains a key area of concern due to its extensive use of energy-intensive materials like concrete and steel. Sustainable building materials, derived from renewable or recycled resources, present an opportunity to reduce the environmental footprint of construction projects while promoting energy efficiency and resource conservation. Despite their benefits, the adoption and marketing of sustainable materials in the U.S. face several challenges. High initial costs, limited public awareness, and entrenched industry practices hinder widespread adoption. Moreover, sustainable materials often compete with traditional options that are deeply rooted in cultural and industrial preferences. Regulatory frameworks in the U.S. are fragmented, with some states and municipalities leading the way in green building policies, while others lag behind. This paper explores the barriers to the adoption of sustainable building materials in the United States, with a focus on economic, social, and regulatory challenges. Drawing on case studies and market analysis, it offers actionable recommendations for stakeholders, including policymakers, industry leaders, and consumers. These include policy reforms, public awareness campaigns, and incentives to accelerate the transition toward greener construction practices