Economic theory about supply and demand suggests that if consumer demand for a product increases then producers respond by increasing supply. In the UK housing market there is emerging evidence of consumer demand for low energy housing, yet little has been built to date by private sector housebuilders: existing low energy housing is largely within the social housing and self-build sectors. Ideas from science and technology studies (STS) are introduced to help further understanding of why the housing market might be slow to respond to changing consumer preferences. Although standard economic concepts concerning costs and price are able in part to explain the situation, greater attention to socio-technical issues highlights some of the reasons why innovation and change are difficult to effect. The housing market is best viewed as a socio-technical system, whereby the social and the technical are interlinked.