By mapping the market for Passive houses in Sweden, major obstacles and incentives to further implementation of Passive houses have been identified. The major driving force for making Passive houses mainstream are discovered to be the governmental pressure through laws and regulations. The most important obstacles to production, kept by the construction actors, are found in this study to be the lack of customer demand and knowledge among both customers and construction companies. So, why are Passive houses still considered as an innovation? The study shows that several respondents feel...