Conveying Greenness: Sustainable Ideals and Organizational Narratives about LEED-Certified Buildings
Conveying Greenness: Sustainable Ideals and Organizational Narratives about LEED-Certified Buildings
The green building movement can be characterized as a market-based movement. This means that the movement aims to shift the market toward more sustainable construction. Unlike social movements that aim to change the state, research on market-based movements suggests that they rely both on “hot causes,” or motivating reasons for action to encourage participation, and “cool mobilization,” where actors form a relationship with the movement through collective experience. In this way, cool mobilization is a collective process that has less urgency than the “hot cause” but which creates communities with common values that shift the market. As of yet, there is little understanding of the mechanisms that create or sustain cool mobilization. This chapter states that the way to examine organizational coalescence is by looking at narratives used to describe the creation and the space of the buildings as cooly mobilizing market narratives.
Keywords: green building movement, sustainable construction, market-based movements, cool mobilization, hot causes, common values
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