Project explores low carbon motivations and barriers among South West’s construction industry

The new study was carried out through a partnership between Bradfords Building Supplies and the Plymouth Business School
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The construction sector is keen to do its bit to support the quest for net zero but faces several challenges – from the cost and availability of materials to the levels of support available to companies – which often hamper its ability to deliver on its ambitions, according to the initial findings from new research.
The project, carried out through a partnership between Bradfords Building Supplies and the University of Plymouth, has explored the levels of willingness among those working across the sector to adopt low-carbon solutions in their practices.
Through desk-based research and more than 20 interviews with sector representatives, it has also generated insights into some of the differences in attitudes within various parts of the construction supply chain.
The research was carried out by experts in marketing and sustainability from the University’s Plymouth Business School , with the partnership with Bradfords funded through the Net-Zero Exchange programme, led by the Sustainable Earth Institute . They have developed several recommendations based on the work, which presented to industry representatives at a recent sector-wide event in Exeter.

Given the scale of the climate crisis, it’s essential to unite practitioners and researchers to address challenges collaboratively.

This project has been a pivotal step in understanding the barriers to adopting low-carbon solutions within the industry and identifying practical ways to overcome them. By working together, we can drive meaningful progress toward net-zero goals and make a tangible impact on one of the largest contributors to global emissions.

Hanne KnightDr Hanne Knight
Lecturer in Marketing

The research really highlighted the unique role the building materials sector plays in the decarbonisation journey: we interact daily with manufacturers as well as those developing projects and the people on-site, building.

We can see these challenges and barriers from all angles and be the knowledge hub to help drive forward regional and sector-wide change.

Giles Bradford
Head of Sustainability at Bradfords Building Supplies 
Among the findings of the research were that the drivers for decarbonisation differ considerably between elements of the construction industry. For example, only 19% of builders’ merchants mentioned personal motivations (such as concerns over climate change) as a driver of their actions, as opposed to nearly 50% of the representatives of construction firms – including builders, architects and developers doing the same.
The interviews also identified differences in decision-making processes between architects and builders around the use of low-carbon products.
This highlighted the influence of other players, such as the building control teams within local authorities, in determining the products chosen by builders, and the different levels of importance given to product longevity by those designing the project and those implementing the designs.
The research also identified key areas of consensus around the need for better availability of low-carbon products, government action to reduce costs (e.g. via removal of VAT on such products), and more public awareness and education.
Based on the research, the initial recommendations from the project team include:
  • Reducing costs and regulatory barriers: Implementing government incentives such as grants and tax reductions (including removing VAT from low carbon products) to lower costs and stimulate competition, making products more accessible. Introducing consistent standards for assessment and verification, along with targeted incentives, to drive adoption and compliance;
  • Addressing knowledge gaps and material availability: Enhancing education and promotion efforts to improve understanding of low-carbon materials, including where the value and cost lie, sourcing, and application. Encouraging market competition while supporting a market leader and a leading innovator to set a precedent for the industry;
  • Building confidence through demonstration and stakeholder engagement: Developing case studies and prototypes to showcase the performance and reliability of low-carbon materials in diverse contexts. Encouraging dialogue and engagement among stakeholders to address concerns, highlight opportunities, and build trust in low-carbon solutions.
The industry event was held at Exeter College’s Institute of Technology and supported by Ibstock, Crendon Timber Engineering, Tarmac, Daikin and Target CO2, with speakers from APG Architects, Coastline Housing and Adaptavate as well as Bradfords.
The event provided an opportunity for suppliers, planners, social housing providers and others to find out more about the insights generated, and have their feedback considered within the final research report.
Net-Zero Exchange industry event held at Exeter College’s Institute of Technology
 
 

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