After more than ten years since the introduction of Near Zero-Energy Buildings (NZEBs), the transition towards a zero-energy new built environment can still be considered slow despite European Member States’ various efforts to facilitate, promote and accelerate their implementation and uptake. The barriers to sustainability measures in general and NZEBs in particular have been extensively explored by academic literature and despite different research scopes, perspectives, locations and times, previous studies have reached similar outcomes. Similar barriers were perceived by different housing professionals in different geographic contexts and these same barriers also persisted through time. This study argues that while this could be interpreted as a validation of outcomes, it also underlines a limitation resulting from a general level of analysis. Thus, this study contributes to the discussion by adopting a context-specific approach in its investigation of barriers to near zero-energy housing in small towns in Flanders, Ireland and the Netherlands. The data was collected from a series of focus groups with housing professionals in Leuven, Kilkenny and Almere. Through descriptive coding, this study’s outcomes echoed previous research findings. However, a closer look through inferential coding resulted in the identification of 21 new contextual barriers leading to the formulation of more specific policy suggestions with a different allocation of precedence that depends on every context.

In 2010, the Energy Performance of Buildings Directive announced that all new buildings are to be nearly zero-energy as of January 2021. Having reached year 2022, it can be said that the transition has proven to be slower than anticipated. Transition research has long acknowledged the potential impact of the human factor in the process of change. While there is a relative wealth of literature on end-users and their perceptions as recipients of change within the demand end of the market, research on professionals and their perceptions as actors in the process of change is limited. Thus, this study looks at the human factor in the supply end of the market by bringing professionals’ perceptions to the forefront in its investigation of barriers to the implementation and uptake of nearly zero-energy housing in practice. As part of the project entitled Housing 4.0 Energy: Affordable and Sustainable Housing through Digitization, data were collected through a focus group and semi-structured interviews with housing professionals in Kilkenny, Ireland. Descriptive coding, inferential coding, and fact tracing revealed several identified barriers to be perceptions and not actual barriers to nearly zero-energy housing. Additionally, information dissemination and assimilation between policy and industry was identified as an overarching barrier. Therefore, the paper ends with recommendations to reduce delay factors at the supply end of the market, thus contributing to closing the gap between the development of policies and their implementation.