Is additive manufacturing (AM) a sustainable process? Can the process be optimised to produce sustainable AM parts and production techniques? Additive manufacturing offers the production of parts made of different types of materials in addition to the complex geometry that is difficult or impossible to produce by using the traditional subtractive methods. This study is focused on the optimisation of laser powder bed fusion (L-PBF), one of the most common technologies used in additive manufacturing and 3D printing. This research was carried out by modulating the build layer thickness of the deposited metal powder and the input volumetric energy density. The aim of the proposed strategy is to save the build time by maximizing the applied layer thickness of nitinol powder while retrieving the different AM part properties. The saving in the process time has a direct effect on the total cost of the produced part as a result of several components like electric energy, inert gas consumption, and labour. Nickel-rich nitinol (52.39 Ni at.%) was selected for investigation in this study due to its extremely high superplastic and shape memory properties in addition to the wide application in various industries like aerospace, biomedical, and automotive. The results obtained show that significant energy and material consumption can be found by producing near full dens AM parts with limited or no alteration in chemical and mechanical properties.