Promoting sustainable practices through green investments in the United Kingdom real estate industry

Abstract This paper aims to examine how sustainable practices in the UK real estate industry are impacted by green investments through qualitative research, focusing on interviews with developers. The findings reveal that regulatory frameworks, market demand, financial incentives, corporate responsibility, and technological innovation are crucial factors in sustainable practices. There is a growing consumer demand for sustainable properties, supported by financial incentives like grants, tax credits, and green finance mechanisms such as green bonds. These bonds play a crucial role in promoting sustainable building practices, including energy‐efficient design and renewable energy integration. The research highlights motivators for stakeholders to participate in sustainability initiatives, including financial benefits, regulatory compliance, reputation, and consumer demand, despite challenges like perceived higher costs and regulatory hurdles. This research highlights specific implications for policymakers to design effective regulatory frameworks and incentives, investors to prioritize green investments through mechanisms like green bonds, and industry professionals to enhance corporate responsibility and meet growing consumer demand for sustainable properties.