Despite calls to counter unsustainable urbanization, dense, concrete, and overheated urban spaces remain a reality. However, ideological assumptions and priorities related to creating livable urban spaces are only a part of a broader chain of actions that is the construction investment process (CIP), and its participants (Theoreticians, Investors, Designers, Contractors, Controllers, and Users) can play a significant role in addressing negative urban changes through their attitudes. The starting point for analyzing attitudes was Jung’s theory, which led to identifying key attitudes: Thinking, Feeling, Perception, Intuition, Creativity, and Equilibrium. This study aimed to determine the values reflected in CIP participants’ attitudes, identified through individual in-depth interviews with selected experts. Statements were divided into phrases referring to specific features or values and were subjected to qualitative (and limited quantitative) content analyses, supplemented by thematic and sentiment analyses. Feeling emerged as the most frequently mentioned value, followed by Thinking. Designers and Investors attracted the most attention, while Designers and Users were seen as the most controversial groups due to the values and stances they represented. Contractors (especially general and specialized) received the most favorable evaluations. This study concludes with a detailed characterization of the attitudes and values of the CIP participants, highlighting their contributions to the CIP.