Green building (GB) is part of the concept of promoting sustainability. Although GB and the concept of sustainability are well studied for environmental concerns, their business rationale and related social concerns have not been fully explored or widely accepted by the parties involved in the building sector. In this study, the situation of GB market in relation to the general building market is reviewed and the business rationales of stakeholders to invest in the GB market have been investigated from the perspective of building designers. In addition, the factors that enhance the popularity of GB have been explored and the obstacles that hinder its market have been examined. The data are collected by a questionnaire survey covering building designers in Hong Kong and Singapore, the cities that are categorized as economically developed cities in Asia. After data analysis of the survey, this paper presents the findings of the business reasons for stakeholders to be involved in GB, the most favorable conditions required to promote GB business and the important obstacles that hinder its popularity. Based on the findings, recommendations and policy implications are tendered. (C) 2009 Elsevier Ltd. All rights reserved.