The construction industry influences and accelerates national growth and development, but it, however, contributes to unsustainable and eco-unfriendly development which impacts on the economy and environment. To encourage investment in sustainable construction, this study made a case for green building materials (GBM) products and services market in the construction industry of developing countries, through an assessment of the benefits of GBM incorporation in construction projects. The study adopted an internet-mediated questionnaire survey approach and snowball sampling techniques to gathered data from clients, consultants, professionals, and contractors/sub-contractor in the southeast geopolitical zones of Nigeria. Frequency, Percentile, Shapiro-Wilk test, Kaiser–Meyer–Olkin (KMO) and Bartlett’s tests, relative importance index (RII) and Kruskal-Wallis test were used to analyse the collected data. The study revealed that the green construction market is unsaturated and under-tapped. With high awareness and low adoption levels of GBM, it was concluded that the most important benefits of GBM that will trigger demand and supply of GBM products and services are improved daylight and reduced need for artificial lighting, improves the quality of life, Increase employees productivity and reduced absenteeism, improve occupants health and comfort, higher profit and return on investment, leads to construction professionals specialisation, reducing greenhouse gas emission from building, reduces toxicity in the internal environment, low operating and maintenance cost, and creates new job opportunities. The uniqueness of this study lies in the assessment of the views of construction stakeholders' in the five states that make up the South-eastern geo-political zone of Nigeria, regarding the key benefits that could trigger the uptake and incorporation of GBM in construction. Developers and Investors in the industry could invest in green construction since there is a ready and unsaturated market for it.
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