Green Product Innovation Strategies for Environmental Sustainability in the Construction Sector

Environmental Sustainability and ecological benefits through green products innovations has recently gained significance due to increase in issues such as global warming, CO2 emissions, increase in waste and other ecological hazards. In the construction sector, green products innovations emphasize upon waste reduction or material recycling, energy conservation and control of pollution. Despite international certifications and LEED ratings, there are still barriers that retard the growth of green product innovation projects. This study investigated green product innovation through a multiple case study analysis of several building projects in three construction firms in the industrial towns of Jubail and Yanbu, Saudi Arabia. The study was carried out around three variables, viz. energy conservation, materials reduction, and pollution control in the project life cycle. In-depth interviews and a study of documentation revealed such dimensions of green product innovation that are essential for a construction company to adhere to. The study also found out barriers that need to be addressed to in order to achieve green Saudi Arabia. Finally, the study suggested developing skills of company personnel and reviewing of the regulations in order to motivate companies to involve themselves more in green projects.