Sustainability implementation in new housing in Australia lags much of the developed world’s standards and implementation levels for residential sustainability. Various reasons for this are offered via a ‘blame game’ in a sector plagued by lack of demand, prohibitive costs, and poorly implemented existing energy efficiency regulations. Multiple gaps in traditional supply-led procurement theory inhibits sustainability’s implementation in the Australian mass production residential construction system. Once-off consumers are not the key demand actor due to their inability to demand sustainability in a system that limits consumers’ choice and demand. Warren-Myers and Heywood (2016) theorized that the mass-producing Volume Builders are the pivotal demand-side actor in mainstreaming sustainability in the Australian new housing system. This paper investigated the Volume Builders’ roles and relationships with traditional demand-side actors, housing consumers, and the supply-side’s subcontractors and suppliers, to identify the ultimate demand actor that drives the housing industry. The investigation used semi-structured interviews with Volume Builders. The results demonstrated Volume Builders’ dominance of the Australian residential mass production construction industry validating their pivotal role as a demand-side actor in a consumption-based demand and supply model. This identifies Volume Builders as the key actor who could then drive wide-spread adoption of sustainability innovation in Australian mass-produced housing.
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