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We present a group decision making framework for evaluating sustainability of the insulating materials. We tested thirteen materials on a model that was applied to retrofit a traditional rural building through roof's insulation. To evaluate the materials from the socio-economic and environmental viewpoints, we combined life cycle costing and assessment with an adaptive comfort evaluation. In this way, the performances of each coating material were measured in terms of an incurred reduction of costs and consumption of resources, maintenance of the cultural and historic significance of buildings, and a guaranteed indoor thermal comfort. The comprehensive assessment of the materials involved their assignment to one of the three preferenceordered sustainability classes. For this purpose, we used a multiple criteria decision analysis approach that accounted for preferences of a few tens of rural buildings' owners. The proposed methodological framework incorporated an outranking-based preference model to compare the insulating materials with the characteristic class profiles while using the weights derived from the revised Simos procedure. The initial sorting recommendation for each material was validated against the outcomes of robustness analysis that combined the preferences of individual stakeholders either at the output or at the input level. The analysis revealed that the most favorable materials in terms of their overall sustainability were glass wool, hemp fibres, kenaf fibres, polystyrene foam, polyurethane, and rock wool. Electronic supplementary materialThe online version of this article (https://doi.org/10.1007/s10726-017-9549-3) contains supplementary material, which is available to authorized users. B Miłosz Kadziński