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Global Green Building Materials and Construction, 2nd Edition
May 1, 2010
This research report about Green Building Materials and Construction presents an in-
depth analysis of the development, applications, products, technologies, manufacturers,
and trends for products that help conserve energy in homes and buildings, reduce
harmful environmental effects, and are themselves sustainable in terms of their
composition and manufacturing. Rising costs for electricity, concerns about greenhouse
gas emissions and global warming, diminishing fresh water supplies, deforestation,
scarcity of raw materials, and a rapidly growing global population are among the key
drivers of the development of new building designs, new construction techniques, and
alternative building products and materials that are sustainable and minimize adverse
environmental impacts. Although green building materials and green construction only
represent a small fraction of the entire building industry, these segments have shown
themselves to be resilient during the current economic recession and have actually
gained market share during this period.
This report provides a comprehensive assessment of both green building materials and
green construction, cost considerations that have limited their growth, government
incentives that have spurred their growth, consumer and business demand, potential
opportunities for additional growth, and an assessment of developing technologies that
are making green building products and green construction the “new normal”. Projected
growth through 2015 for both of these markets is provided including discussion of
economic conditions, environmental impacts, consumer-business-builder acceptance,
stakeholder concerns, and government activities as they affect growth rates. The report
also profiles manufacturers and marketers of green building products and materials and
the strategies they have adopted to maximize growth and profitability.
Read an excerpt from this report below.
Scope and Methodology
This report includes both primary and secondary research. Secondary research data
have been obtained from government sources, trade association publications, business
journals, and company literature. Statistical data are included for industry revenue, both
globally and for the United States. The market size for both green building materials and

2. green construction is projected from 2010 to 2015.
Potential applications, development trends, environmental issues, consumer behavior,
and energy considerations are also reviewed and analyzed. Market size estimates and
forecasts are based on government and secondary sources, and the impact of factors
such as government grants and incentives, environmental concerns, fuel and energy
prices, economic considerations, and demand for sustainable and energy efficient
products and buildings.
How You Will Benefit from this Report
If your company is involved in any aspect of the construction industry - from
architectural design to building supplies to building construction and renovation to real
estate sales and management - or if you are considering the purchase or construction of
a new home or office building, or simply want to determine the myriad opportunities that
exist within the burgeoning market for green building products and green construction,
you will find this report invaluable. It provides a comprehensive package of information
and insight about the green construction industry that is not offered in any other single
source. You will gain a thorough understanding of what constitutes green building
products and materials, where these products can be found, and how they are used.
You will also gain a thorough understanding of the green construction market, its
standards and certifications, and the trends towards more sustainable and energy
efficient construction methods. Projected market growth through 2015 is also presented.
This report will help:
Marketing Managers identify market opportunities and develop targeted
promotion plans for green building products, support services, and potential
clientele.
Real Estate Agents and Developers understand the demand for green homes
and buildings, costs, and the benefits derived when a structure is purchased and
sold.
Builders and Contractors determine the market for green construction,
certifications that can be used, government incentives, consumer and business
demand, and sources for green building materials and products.
Research and Development Professionals remain abreast of emerging
competitor initiatives, product applications, and the demand for alternative
technologies that advance energy efficiency in homes and buildings.
Facilities Managers and potential Homeowners understand what it means to
build green, how it can improve working and living conditions, the benefits of
energy efficiency, incentives available for ameliorating initial costs, and how it
affects re-sale, rents, and other intrinsic values.
Advertising Agencies working with clients in the construction and building
supply industry to more effectively promote and market green building
development and the materials and products used therein.
Information and Research Center Librarians provide market researchers,

3. brand and product managers, and other colleagues with the vital information they
need to do their jobs more effectively.
Additional Information
Market Insights: A Selection From The Report
Green Certification Initiatives
To help make green construction a widely recognized, understood, and accepted
building practice a number of standards and certification programs have been
developed both in the United States and around the world. These certification programs
have made it possible to more clearly delineate what constitutes a “green building” but
there are literally hundreds of green certifications with their own slant on what it takes to
be “green”. This section describes some of the more well-known programs and
highlights common principle as well as differences.
Leadership in Energy and Environmental Design (LEED) Green Building Rating
System™
The term “green” is increasingly used to denote product, services, and development that
is “environmentally friendly”. Still, “green,” remains a vague and ill-defined concept. To
better define and certify what green construction should entail, the U.S. Green Building
Council (USGBC) - a nonprofit organization committed to “a prosperous and sustainable
future for our nation through cost-efficient and energy-saving green buildings” -
developed the LEED® green building certification program to rate the way buildings are
designed, constructed, and operated for improved environmental and human health
performance. LEED®, which is a voluntary, consensus-based national rating system,
addresses all types of buildings emphasizing state-of-the-art strategies for sustainable
site development, water savings, energy efficiency, materials and resources selection,
and indoor environmental quality. It is the most recognized and widely accepted green
rating system in the United States, and perhaps the world since LEED projects are in
progress in 41 countries.
Table of Contents
Chapter 1: Executive Summary
Scope
Research Methodology
What’s “Green”?
Green Construction
Green Building Materials

4. Shades of Green
Green Certifications
Table 1-1: Key Green Certification Standards
Construction Trends
Figure 1-1: Work Started on Dwellings for OECD Countries, 2006-2009 (base
year 2005 = 100)
Figure 1-2: U.S. Housing Starts, 1959 - 2009 (thousands)
Green Building Trends
Energy Retrofits
Figure 1-3: Global Green Building Renovation Market, 2010-2015 (in billion $)
Energy Efficiency Incentives
Green Construction Market Size and Growth
Figure 1-4: Green Construction Market Size, 2010-2015 (in billion $)
Green Building Material Market Size and Growth
Figure 1-5: Global Market for Green Building Materials, 2010-2015 (in $ billions)
Figure 1-6: Global Market for Green Building Materials by Type, 2010-2015 (in $
billions)
Figure 1-7: U.S. Market for Green Building Materials by Type, 2010-2015 (in $
billions)
Factors Enhancing or Inhibiting Growth
Summary
Chapter 2: Market Definition
Scope
Defining “Green”
Environmental Impacts
“Green” Building Materials
Table 2-1: Green Building Products
“Green” Construction
Table 2-2: Impacts of a Built Environment
Green Certification Initiatives
Leadership in Energy and Environmental Design (LEED) Green Building Rating
System™
Table 2-3: LEED Certification Ratings
Table 2-4: LEED Certifications By Country, (Homes not included) Through 2008
Table 2-5: LEED Certifications by Rating System, Through 2008
Table 2-6: LEED Home Certifications, Through 2009
Table 2-7: LEED Home Certifications by State, Through 2009
Figure 2-1: Selected Impacts of Buildings and Homes, United States (Percent of
Total Impacts)
Building Research Establishment’s (BRE) Environmental Assessment Method
(BREEAM)
LEED-BREEAM Comparison
Other Green Building Certifications
Life Cycle Building Challenge
GreenBuilding Programme (GBP)
National Green Building Program

5. Sustainable Forest Initiative (SFI)
Forest Stewardship Council (FSC)
Greenguard Environmental Institute (GEI)
Green Seal
Nordic Ecolabel
Other Green Certifications
Demographic Trends
Figure 2-2: World Population Growth, 1804 through 2009 (billions)
Table 2-8: Birth Rates of Selected Countries
Building Construction Trends
Figure 2-3: Work Started on Dwellings for OECD Countries, 2006-2009 (base
year 2005 = 100)
Summary
Chapter 3: Market Size and Growth
Scope
State of Green
Green Trends
Energy Retrofits
Figure 3-1: Global Building Renovation Market, 2010-2015 (in billion $)
Figure 3-2: Global and U.S. Green Building Renovation Market, 2005-2009 (in
billion $)
Figure 3-3: Global Green Building Renovation Market, 2010-2015 (in billion $)
Energy Efficient Building Codes
Table 3-1: Organization for Economic Co-operation and Development (OECD)
Countries
Energy Efficiency Incentives
Table 3-2: Global Energy Efficiency Incentives
Net Zero Buildings
Eco Districts
Other Building Trends
Green Construction Market Size
Figure 3-4: Global and U.S. Green Construction Market Growth, 2005-2009 (in
billion $)
Figure 3-5: U.S. Construction Market Size Trends, 2002-2009 (in billion $)
Figure 3-6: Green Construction Market Size, 2010-2015 (in billion $)
Figure 3-7: Green Construction Market Size (United States), 2010-2015 (in billion
$)
Green Building Materials
Smart Green Building Materials
Table 3-3: Green Technology Ventures (United States), 2009 (in billion $)
The Green Building Material Market
Figure 3-8: Global Market for Green Building Materials, 2010-2015 (in $ billions)
Figure 3-9: Global Market for Green Building Materials by Type, 2010-2015 (in $
billions)
Figure 3-10: U.S. Market for Green Building Materials by Type, 2010-2015 (in $
billions)

6. Figure 3-11: Global and U.S. Market for Green Siding and Insulation, 2010-2015
(in $ billions)
Figure 3-12: Global and U.S. Market for Green Wood and Millwork, 2010-2015
(in $ billions)
Factors Enhancing or Inhibiting Growth
Government Initiatives
Incentives and Costs
Availability of Green Materials
Energy Costs
Certification Fees
Consumer Desires
Greenwashing
Standards
The Economy
Long Term Value
Investor Pressure
Summary
Chapter 4: New Developments
Scope
Certifying Green Construction
International Green Construction Code (IGCC)
Building America
Figure 4-1: Advanced Wall Construction Schematic
Table 4-1: Building America Projects
Table 4-2: Top Builders Participating in Building America Program
Simplifying Green -The Energy Performance Score (EPS)
Table 4-3: Earth Advantage Institute Energy Performance Score (EPS)
Crowd Sourcing Green Products
Green Construction Trends
Modular Green Homes
“Smart” Building Materials
Large Scale Green Certification
Greening Las Vegas
The Empire State Building Renewed
Vancouver Olympics
Product Development
No Mix Toilets
Organic Structural Building Materials
Organic Interior Walls
Green Patents
Speeding the Patent Process
Patent Sharing
Recent Developments
Property Assessed Clean Energy (PACE) Program
Raising Consumer Awareness of Green
Changing the Architect Mindset

7. Smart Building Materials Support
Summary
Chapter 5: Competitive Profiles
Scope
Serious Materials
Overview
Mergers and Acquisitions
Company Performance
Table 5-1: Serious Materials Company Information
Product Portfolio
Table 5-2: Serious Materials Product Portfolio
Sales Distribution
Significant Developments
Madgal-CSF Ltd
dba Madgal Glil Yam Ltd. , Madgal Aqua Touch Ltd
Overview
Company Performance
Table 5-3: Madgal Company Information
Product Portfolio
Table 5-4: Madgal Product Portfolio
Sales Distribution
Significant Developments
Thermafiber, LLC
Overview
Company Performance
Table 5-5: Thermafiber Company Information
Product Portfolio
Table 5-6: Thermafiber Product Portfolio
Sales Distribution
Significant Developments
Kingston Block & Masonry Supply, LLC
Overview
Company Performance
Table 5-7: Kingston Block & Masonry Supply Company Information
Product Portfolio
Table 5-8: Kingston Product Portfolio
Sales Distribution
Significant Developments
Oryzatech, Inc
Overview
Company Performance
Table 5-9: Oryzatech Company Information
Product Portfolio
Table 5-10: Oryzatech Product Portfolio
Sales Distribution
Redwood Systems

8. Overview
Company Performance
Table 5-11: Redwood Systems Company Information
Product Portfolio
Table 5-12: Redwood Systems Product Portfolio
Sales Distribution
Significant Events
Icynene Inc
Overview
Company Performance
Table 5-13: Icynene Company Information
Product Portfolio
Table 5-14: Icynene Product Portfolio
Sales Distribution
Significant Events
New Home Green Materials and Learning Center
Overview
Company Performance
Table 5-15: New Home Company Information
Product Portfolio
Sales Distribution
Significant Events
Building Materials Corporation of America (BMCA)
dba GAF Materials Corporation
Overview
Company Performance
Table 5-16: GAF Company Information
Product Portfolio
Table 5-17: GAF Product Portfolio
Sales Distribution
Significant Events
Axion International Holdings, Inc
Overview
Company Performance
Table 5-18: Axion Company Information
Product Portfolio
Significant Events
Chapter 6: Demographics and Product Promotion
Scope
Demographics
Selected Home Remodeling Trends
Table 6-1: Selected Remodeling Project Trends, 2005 to 2009 (% of
homeowners)
Green Attitudes
Table 6-2: Attitudes About Being Environmentally Friendly
Table 6-3: Eco-Friendly Attitudes - Window Purchases

9. Table 6-4: Eco-Friendly Attitudes - Light Bulb Purchases
Table 6-5: Eco-Friendly Attitudes - Energy Efficient Automobiles
Table 6-6: Demographics - Green Attitudes
Table 6-7: Demographics - Green Attitudes
Table 6-8: Demographics - Green Attitudes
Home Improvement Product Purchases
Table 6-9: Demographics - Home Improvement Products Purchased
Table 6-10: Demographics - Window, Insulation, and Roofing Purchases
Table 6-11: Demographics - Remodeling Projects
Table 6-12: Demographics - Lights Purchased
Table 6-13: Demographics - Total Home Improvement Expenditures
Product Promotion and Distribution
Scope
Product Distribution
Retail Stores
Figure 6-1: Eco Options Label (The Home Depot)
Figure 6-2: Helpful Earth Choices Label (Ace Hardware)
Figure 6-3: EnergyStar® Label
Figure 6-4: WaterSense® Labels
Figure 6-5: NAHB Green Approved Label
Wholesalers and Distributors
Internet Websites
Direct Sales
Product Promotion
Circulars
Figure 6-6: Example of a Home Depot Newspaper Circular, April 1, 2010
Brochures
Journals and Magazines
Catalogs
Direct Mail
Direct Sales
Social Media
Television and Radio
Summary
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