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Centre for Building Sustainable Value

Matthew Lunde

Matthew LundeMatthew Lunde
University of Wyoming

A DUALITY OF SUSTAINABLE ACTION: How sustainable buildings change people’s sustainable intentions and actions and how people change the intentions and actions of sustainable buildings.

Sustainability, sustainable consumption, and sustainable building have been growing research areas.  Research related to sustainable marketing and business, behavior, and building has skyrocketed.  However, in the building industry, it is just ‘assumed’ that a sustainable building will lead its occupants to sustainable intentions and actions. This qualitative research study investigates: How do living and working in sustainable buildings change people’s sustainable intentions and actions, and how do people’s intentions and actions change sustainable buildings? Using Giddens’ structuration theory, this study uses in-depth interviews to understand the interplay between how sustainable buildings change people’s sustainable intentions and behaviors and how people’s actions change the sustainable building.  Structuration theory illustrates how a sustainable building can structure individual action and how human action can change sustainability. Through drawing themes, a conceptual model is developed for use by researchers, policymakers, and building professionals.  Following the conceptual model, I discuss implications for policy and practice, research limitations, and areas for future research.


Matthew Lunde is a second year Marketing and Sustainable Business Practices PhD student at the University of Wyoming. He has a background in marketing, management, architecture, and sustainability. He holds a Master of Business Administration (MBA) degree with an emphasis in sustainable business and a Master of Architecture degree with an emphasis in sustainable design, both from North Dakota State University. Additionally, Matthew is a LEED-AP+BD&C under the United States Green Building Council (USGBC). Matthew’s research uses mostly survey and qualitative methods, focusing on sustainable marketing and management practices, social marketing and public policy concerns, business ethics, sustainable decision-making, corporate social responsibility (CSR), and sustainable design. Previously, he has worked three years as the Chair of Business and Accounting at Globe University, and he was an adjunct professor of architecture for four years at North Dakota State University.