A framework for the adoption of green business models in the Ghanaian construction industry

Purpose: Despite the amount of considerable investigations on business models, much studies have not been undertaken in the construction industry emphasising the adoption of green business models to drive sustainable construction. Construction activities continue to increase the carbon footprint and eject contaminated materials into the ecological environment with dire consequences for economic and social sustainability. As a result of the adverse impacts of construction activities, it is necessary for construction firms to rethink their approach to the use of conventional business models. The purpose of this study is to explore a framework for the adoption of green business models to drive sustainability in the construction industry of Ghana. Design/methodology/approach: This research is exploratory due to its focus on emerging economies in which there is a perceptible gap in the adoption of green business models. As a result of this, this paper is entrenched in the interpretivist philosophical stance, which led to the adoption of the qualitative approach. Semi-structured interviews were undertaken involving 13 senior managers of construction firms. A thematic analysis was used with the aid of qualitative data analysis computer software package to code the interview transcripts. Findings: The results demonstrate the six definitions of green business models among the managers of construction firms. The study also shows the need for developing green business models to address the issues of circularity and sustainability goals to reduce carbon footprints in the construction industry. Similarly, the paper found various sources of information to drive the awareness, understanding and adoption of the components for green business models. These sources include international conferences and training workshops on green business models. Finally, the study presents a framework that integrates the building information modelling (BIM) and the Internet of things (IoT) into the components for green business models adoption in construction firms. Research limitations/implications: There is a need to use the quantitative approach to undertake further empirical studies, as this paper focuses mostly on the qualitative approach to ascertain the nature of the relationship between green business model and the various components of the circular economy in the construction industry. Originality/value: The study contributes to the existing knowledge on green business models by demonstrating six key pillars of green business models by the inclusion of digital technologies such as BIM and IoT, which hitherto this investigation have not been considered in the adoption of green business models in the construction industry. This study extends the existing knowledge on green business models, which has the potential to increase the awareness and understanding of practitioners and managers of construction firms.