This study sought to investigate the main barriers to the adoption of green building, with a view to identifying incentives to enhance the implementation thereof in South Africa. A qualitative approach was adopted using semi-structured interviews with purposively selected knowledgeable construction industry stakeholders in the city of Bloemfontein, South Africa. Thematic analysis was used to analyze the data. The main barriers identified included; high cost of green building materials, limited knowledge, low demand, lack of green technology and techniques, lengthy process, poor government support, lack of building codes and regulations, lack of awareness and of green material availability. The incentives to encourage adoption included; economic incentives, affordable green building materials, government support, increased awareness and promotion of green building benefits, more financing options, awards and recognition, better accreditation bodies and increased training programs. Despite numerous benefits of green building in literature, there is limited adoption in practice especially in less developed countries. The study provides useful insights into the key constraints of green building adoption, which are useful to construction industry stakeholders in developing policies, strategies and incentives to promote to achieve sustainable practices.
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