Purpose The key to green building (GB) success is to have GB expansion driven by consumer demand rather than enforced rules and regulations. Yet, only a few studies have focused on the market impediments to GB development. This study systematically identified and evaluated the critical impediments to the demand for green and sustainable architecture by construction clients in Ghana. Design/methodology/approach The study adopted a two-stage data gathering approach. Qualitative data was collected first through an interview administered to 18 construction clients in Ghana. Based on the early findings, a survey instrument was subsequently developed to seek the views of 120 GB experts and professionals with 96 valid responses-returned. Findings The study discovered that – ineffective advertisement of GB, the perceived cost of implementation, lack of expertise, lack of financial incentives, illiterate construction market and risk and uncertainties were the top six reasons for the low demand for GB by construction clients in Ghana Practical implications Findings from this research would guide industry practitioners and stakeholders to make informed decisions regarding how to stimulate demand for GBs among construction clients. Originality/value The paper models and presents contextual realities on barriers to GB demand in Ghana. The study has added to previous studies by unearthing what constitutes the lack of demand for sustainable architecture. The findings of this study are expected to provide valuable information and insight to policymakers to catalyze green construction by actively involving construction clients.