PurposeSustainable/Green building materials (SBMs/GBMs) offer a wide range of benefits which cut across the economic, social and environmental dimensions of sustainability. The incorporation of these materials in construction projects in most developing countries is still low owing to some factors. This study assessed the major barriers to the incorporation of SBMs in the delivery of construction projects in developing countries, with Nigeria as a case in point.Design/methodology/approachThe well-structured quantitative questionnaire was used to gather data from the key players in the construction industry, using the snowball sampling method and electronic means of questionnaire administration. Frequencies, percentile, relative importance index, Kruskal–Wallis H test, Kendall's coefficient of concordance and exploratory factor analysis were used to analyse the gathered data.FindingsThe study revealed that the major constructs of barriers to SBM adoption in construction projects are: (1) resistance and information barriers (Eigenvalues = 5.237; % of V = 23.806), (2) regulation and funding of R&D (Eigenvalues = 2.741; % of V = 12.457), (3) cost and market barriers (Eigenvalues = 2.223; % of V = 10.105), (4) government incentive and suppliers' availability (Eigenvalues = 1.728; % of V = 7.852) and (5) GB experts and labour barriers (Eigenvalues = 1.307; % of V = 5.942).Originality/valueThis study assessed the view of construction experts in the five states of the south-eastern geo-political zone of Nigeria, particularly as regards the barriers to the incorporation of sustainable building materials in construction projects in the region.