Accelerating the Market for Green Urban Housing

Like most Canadian municipalities, the City of Ottawa is struggling to reign in urban sprawl and encourage sustainable residential development. According to my doctoral research, few residential developers in Ottawa are heeding the call to build green. Profits and markets are larger for single detached houses in the suburbs, and housing consumers choose green construction only if it does not “cost more” than standard construction. Further, consumers are now skeptical about the terms “green” and “sustainable”.