Purpose – This paper explores perceptions of the advantages and disadvantages of green roofs for commercial real estate building owners/occupiers in a UK city, and considers how these might affect the chances of their adoption. Design/methodology/approach – Two sets of semi-structured interviews were conducted with purposively-selected respondents, ten with and twenty-five without green roofs, to compare and contrast differing perspectives. A grounded theory approach was taken to data analysis, allowing themes to emerge directly from the data. Findings – Low awareness and understanding were observed amongst those without green roofs, which positively affected perceived costs whilst negatively affecting perceived benefits. Green roof owners gave weight to wider societal and ecosystem services benefits, whilst those without focussed much more upon building-level benefits and costs. Research limitations/implications – Because of the restricted sample-size, the findings in themselves are not generalizable; rather, themes are drawn from the research for reflection. Practical implications – Findings point to steps that might be required of regional and national government to increase green roof uptake. This could involve initiating conversations to raise awareness, shift discourse and perceived norms and best practice; offering incentives, education and training, and presenting high-profile exemplar projects of green roofing to begin to mainstream the technology and get it onto the radar of building-owners. Originality/value – Bringing together social research around cohorts with and without green roofs, the study throws into sharp relief discussions around costs and benefits, and points towards potentially more productive directions for action to encourage consideration and take-up of green roofs by building-owners.

中文翻译：

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屋顶绿化感：英国纽卡斯尔CBD业主/居住者

目的–本文探讨了对英国城市商业房地产建筑业主/居住者使用绿色屋顶的利弊的看法，并考虑了这些因素如何影响其被采用的机会。设计/方法/方法–进行了两套半结构化访谈，分别是有针对性地选择的受访者，其中十个有绿色屋顶，而二十五个没有绿色屋顶，以比较和对比不同的观点。扎根的理论方法用于数据分析，使主题可以直接从数据中出现。研究结果–在没有屋顶绿化的人群中，人们的意识和了解度较低，这对感知成本产生了积极影响，而对收益却产生了负面影响。屋顶绿化的所有者更加重视更广泛的社会和生态系统服务收益，而那些没有重点的人则更多地关注建筑层面的收益和成本。研究的局限性/意义–由于样本量的限制，研究结果本身不能推广。相反，主题是通过研究得出的，以进行反思。实际意义–研究结果表明区域和国家政府可能需要采取步骤来增加对绿色屋顶的吸收。这可能包括发起对话以提高认识，转移话语，感知规范和最佳做法；提供激励措施，教育和培训，并介绍备受瞩目的绿色屋顶示例项目，以开始将该技术主流化，并将其推广到建筑所有者的视野中。原创性/价值–围绕有或没有绿色屋顶的同类人群进行社会研究，