Public perceptions and adoption pathways of Earthship homes in Australia

Purpose This study examines the adoption potential of Earthship housing in Australia by analyzing public perceptions of its sustainability benefits, identifying systemic barriers and exploring pathways for integrating Earthship principles into mainstream housing. Design/methodology/approach A mixed-methods exploratory design was employed, utilizing a self-administered online survey that combined quantitative Likert-scale questions with qualitative open-ended responses. Participants were recruited via purposive sampling from sustainability-focused online groups. Quantitative data were analyzed using descriptive statistics, non-parametric tests, Spearman correlations and k-means clustering. Qualitative data were analyzed using thematic analysis. Findings Respondents expressed generally positive attitudes towards Earthship homes, particularly passive solar design, structural resilience and integrated water systems. Key barriers were identified within a knowledge–regulation–market triangle: low public awareness, complex regulatory requirements and financing challenges. The analysis also revealed two attitudinal segments: (1) Realist Supporters, recognizing both benefits and barriers and (2) Optimistic Enthusiasts, focusing on advantages. Overall, participants favored selective integration of Earthship principles into conventional homes rather than full adoption. Research limitations/implications The small, sustainability-aware sample limits generalizability, indicating the need for broader and longitudinal studies. Originality/value This study provides the first empirical assessment of Australian public perceptions of Earthship housing, which has been under-researched. It highlights how climate-specific priorities shape benefit valuations and introduces the knowledge–regulation–market triangle as a framework for understanding systemic barriers to the adoption of alternative housing.