Does gender make a difference? An analysis of motivational factors in sustainability practice

Sustainability, or what is commonly thought of as "going green," is a popular and widespread movement that has spread throughout the current general contracting industry. Its increased significance in construction led to the development of the Leadership in Energy and Environmental Design (LEED) rating system that the US Green Building Council defines as "a nationally accepted benchmark for the design, construction, and operation of high-performance green buildings." Firms are decisively pursuing LEED certification in their construction projects and the number of accredited LEED APs (Accredited Professionals) continues to rise each year. While increased sustainability practice is viewed as a positive progression for the construction industry at large, the question has been raised as to whether or not men and women actively participating in the industry are motivated by different means to produce sustainable structures. Past studies in environmental sociology and social psychology reveal a distinct gender gap for environmental values, but an investigation of motivational factors behind male and female pursuits of sustainable building practices has not previously been tested in today’s industry. Through a quantitative assessment of the strength of beliefs that various participants in the construction industry hold today, an analysis identifying common motivating factors with gender specificity will assist in evaluating a difference in why men and women practice sustainability. Further investigation must be made before definitive generalizations are determined, but the study reveals a gender gap in the level of importance sustainability should have as a career priority. Pursuit of this subject at a larger scale could have significant outcomes for motivating current and emerging individuals in the construction industry to participate in sustainable practices.