This is a study of sensemaking of how Canadian new home builders construe their decision to participate in a voluntary environmental program (Built Green Canada). The Repertory Grid Technique was the data collection method. Findings from 32 interviews revealed a number of themes that decision makers used to make sense of their decision to participate in the program. The most prevalent views related to seeing the decision as a function of being a leader or innovator in the industry and using the

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... program as a marketing and sales tool. Furthermore, themes that were seen as important related to legitimacy/authenticity/integrity and environmental impact. An assessment of which drivers/pressures were important to decision makers in making the decision to join the program was also undertaken. Important drivers/pressures included handling competition, appealing to customers, acquiring technical knowledge, obtaining publicity, building corporate culture/identity, and obtaining third party certifications. The findings are significant as it assists in refining the emergent field of environmental decision making and planning. The results are also useful for industry, voluntary environmental program organizations, and government policy makers to provide them with a better understan