February 3, 2016 12:00pm
Ross School of Business, Wyly W0770
Assistant Professor, Shane Faculty Scholar, University of Colorado Boulder
“It’s Not Easy Building Green: How Community Logics Impact the Emergency of Hybrid Market Categories”
Abstract: An emerging body of scholarship examines the emergence of market categories, including those that enable environmentally beneficial practices and technologies. The acceptance and growth of such new categories is particularly critical in addressing human induced climate change. Categories such as wind energy, organic foods, and green building may be conceptualized as “hybrid” in that they combine two institutional logics: 1) a market logic supporting economically profitable ventures, and 2) an ecological logic of care for the natural environment. However, we know little about how emerging hybrid categories come to gain legitimacy and acceptance. In this paper, we theorize and test how community logics may moderate the efficacy of both public policy and private action to promote a new hybrid category. Empirically, we study the impact of institutional change, and actions of private actors on the adoption of the Leadership in Energy and Environmental Design (LEED) certification for green building. The results demonstrate that regional acceptance of a new category is greater in the presence of private efforts and government policies supporting adoption. However, we find that such efforts are moderated by the regional strength of market and ecological logics. These findings contribute to our understanding of how logics, private actors, and public institutions can influence the acceptance of hybrid categories.