Many innovative techniques and large policy measures have been introduced to reduce energy consumption. Despite the high ambitions and societal pressures, the adoption rate of energy measures is still low. Using adoption theories this paper provides a framework to analyse the adoption process of energy saving techniques in building processes. The stakeholders in the adoption process of energy measures are analysed during every phase of a building project. This framework is used to analyse four projects of a social housing corporation. The low rate of adoption of energy saving techniques can be explained by the large number and variety of stakeholders involved.