Research on sustainability in construction design has tended to focus on technological, institutional and economic drivers, but there has been little change in the industry. Social scientific approaches offer insights on the lack of progress. However, few previous studies have investigated psychological factors despite the pivotal role of the individual professional decision-maker. The aim was to understand what personal motivations drive architectural designers to pursue sustainable design in their work and whether non-environmental motivations can drive sustainable outcomes. Twenty-eight architectural designers in 14 small firms in the London area were interviewed. Thematic analysis was conducted, informed by the self-determination theory of motivation. Although extrinsic motivators were noted, autonomous motivations including a moral imperative and personal commitment predominated. Further, the participants demonstrated other self-determined motivations including realization of self-identity, pursuit of quality in design and awareness of their work's impact on people. These autonomous motivations align closely with sustainability principles including design for durability, high standards and technical expertise. The findings point to the risks of reliance on extrinisic motivators such as regulation, and the opportunities to engage architectural designers more extensively in sustainable design by linking sustainability to autonomous motivations.

Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organisations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The current study aimed to address this gap, by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of Service Dominant Logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognised by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.

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