Despite calls to counter profit- and consumption-driven urbanization, dense, concreted and overheated urban spaces remain a reality. However, the ideological assumptions and priorities for creating livable urban space are only the part of the operation chain that is the construction investment process (CIP). It’s participants (Theoreticians, Investors, Designers, Contractors, Controllers, Users) can play a role in addressing adverse urban changes through shared values. The research aimed to determine the nature of the values reflected in the attitudes of CIP participants, as identified through interviews with 12 expert representatives. The documented statements were divided into phrases relating to a single event/feature/value and assigned in tables to both CIP participants and attitude types. Drawing on C. G. Jung’s theory, six attitudes toward the CIP were identified: Thinking, Feeling, Perception, Creativity, and Equilibrium. Feeling emerged as the most frequently mentioned value, followed by Thinking. Designers and Investors garnered the most attention within the CIP, while Designers and Users exhibited the most controversial attitudes. General and specialized Contractors were rated the most favorably. The study concludes with a detailed characteristic of the attitudes and values of the six participant groups, highlighting their contributions and challenges in the construction investment process.