Green roofs: Perceptions in the Newcastle, UK CBD
Purpose – This paper explores perceptions of the advantages and disadvantages of green roofs for commercial real estate building owners/occupiers in a UK city, and considers how these might affect the chances of their adoption. Design/methodology/approach – Two sets of semi-structured interviews were conducted with purposively-selected respondents, ten with and twenty-five without green roofs, to compare and contrast differing perspectives. A grounded theory approach was taken to data analysis, allowing themes to emerge directly from the data. Findings – Low awareness and understanding were observed amongst those without green roofs, which positively affected perceived costs whilst negatively affecting perceived benefits. Green roof owners gave weight to wider societal and ecosystem services benefits, whilst those without focussed much more upon building-level benefits and costs. Research limitations/implications – Because of the restricted sample-size, the findings in themselves are not generalizable; rather, themes are drawn from the research for reflection. Practical implications – Findings point to steps that might be required of regional and national government to increase green roof uptake. This could involve initiating conversations to raise awareness, shift discourse and perceived norms and best practice; offering incentives, education and training, and presenting high-profile exemplar projects of green roofing to begin to mainstream the technology and get it onto the radar of building-owners. Originality/value – Bringing together social research around cohorts with and without green roofs, the study throws into sharp relief discussions around costs and benefits, and points towards potentially more productive directions for action to encourage consideration and take-up of green roofs by building-owners.