Ecolabels, Innovation, and Green Market Transformation

Daniel C. Matisoff is an associate professor of public policy at the Georgia Institute of Technology and the Director of the Sustainable Energy and Environmental Management master's program. He publishes in the areas of the economics and policy of renewable energy, information disclosure programs, and corporate social responsibility. Douglas S. Noonan is the Paul H. O'Neill Professor of Public and Environmental Affairs at the O'Neill School at Indiana University–Purdue University Indianapolis. He is an economist who researches many topics, emphasizing the built environment and amenities affecting quality of life.

'Given society's intensifying global calls for climate action, rapid shifts in environmental policies, and increasing focus on green innovation, Matisoff and Noon's book comes at an important moment. The authors skillfully discuss the issues associated with how markets for green innovations function, especially in settings where a company's decision to invest in these innovations is voluntary. They make the case for how credible market information can be leveraged to accelerate businesses' sustainability transformations and encourage other companies to do the same. Their nuanced view is an important contribution to our knowledge about how private strategies and public policies interact to advance sustainability.' Nicole Darnall, Arizona State University School of Sustainability Foundation Professor and Director of ASU's Sustainable Purchasing Research Initiative

• 1. Advancing a perspective of green market transformation; 2. The architecture of green building policies and practice; 3. Choose your own adventure! The landscape of ecolabel design; 4. The labeling building challenge: the world of ecolabels for the built environment; 5. The public and private benefits of green building: many shades of green; 6. Tossing a pebble in a pond: the anatomy of a demonstration project; 7. Demonstrating innovation in green buildings: catalyzing market transformation; 8. Keep raising the bar: Green-lighting a race to the top; 9. It's not easy being green: environmental and equity impacts of green building; 10. A Blueprint for green market transformation; 11. Conclusions: what are we building to?.