This paper explores the sociotechnical change necessary for the introduction of collaborative housing projects into the Czech super-homeownership housing regime. To better understand the obduracy of the current housing system, we examine the major barriers and threats to the implementation of such projects through a series of workshops with non-experts in selected cities. Our findings suggest that the housing system’s obduracy is related to social imaginaries that we conceptualise as the ‘imaginary of social inertia’. This form of imaginary, along with other factors such as a lack of supporting legal and financial infrastructures, creates a complex network of obstacles that reduce the likelihood of such housing projects gaining ground. In conclusion, our research emphasises the role of imaginaries in studying obduracy and thus provides valuable insights into the processes of urban sociotechnical change.

The strategic importance of green marketing (GM) in value creation for the end customer (VCEC) and the contribution of the spatial and structural characteristics of a residential project (RP) to the final price have been acknowledged in the literature. However, GM features that can lead to price increases have not been evaluated from the VCEC perspective. This study examines the impacts of GM strategies on RPs. This study applies Hedonic Price Modelling to newly built RPs in Istanbul and evaluates the results from the perspective of the Attractive Quality Attributes Theory. The results showed that the total price of the RPs was affected more by design-related sustainable features of RPs and revealed that there is a relationship between GM and sustainable design. The study highlights the importance of GM, which companies can use to operate effectively in a competitive market and increase the satisfaction of end customers through value creation. The study’s findings can be considered useful information for policies on creating a sustainable built environment.