The industrial economys crisis of sustainability is ultimately a question of value. Ethics are part of this, but the crisis of value goes beyond subjective preferences to forces built right into the structure of industrial capitalism that drive the accumulation process. The postindustrial notion of an ecological service economy poses a challenge to the current systems accumulationist values. In this chapter I will look at the new forms of valuation in the building industry that have arisen to compensate for the growing inability of money to reflect real qualitative wealth. They are, as Wes Jackson suggests, forms of accounting, but a new kind of accounting of qualitative value, combining quantitative measurement with social and ecological priorities. They are means of answering the question what is a green material?, and in doing so clarify the role of building materials in a construction industry geared to service. While this chapter is focusing on the content of this valueexpressed in concepts like Extended Producer Responsibility (EPR) and life-cycle analysis (LCA), it is impossible to overlook the process of its emergence and the various groups involved with