This thesis explores whether cognitive bias and hassle perceptions influence the adoption of sustainable building measures. A survey research and in-depth interviews were used to do so. It appears that innovation in the building sector is hindered by an internal resistance against change. This seems to be fuelled by a lack of knowledge, risk aversion, and perception of hassle due to complex information. Investing in effective knowledge management and promoting diversity in the workforce could prove effective in negating the effect of this internal resistance to change.