Green roofs incorporate vegetation into urban environments (specifically buildings), making it possible to replace the plant material that is destroyed during construction processes. Purpose: this study aims to identify the factors that drive the adoption of green roofs in horizontal property by means of a technology acceptance model. Materials and methods. A qualitative methodology is used, and semi-structured interviews are conducted with the community, construction companies, and employees of the Municipality of Sabaneta (Antioquia, Colombia). Findings. According to the results of this study, landscaping, temperature, energy, economic aspects, and quality of life are found to be the factors that determine the adoption of such technology. Conclusion. Therefore, green roofs become a multipurpose strategy that, besides helping to reduce the temperatures of buildings and improving air quality and harmony in landscapes, can also be used as gardens, as stated by some of the study’s participants.