The Dutch Climate Act (2019) requires a substantial reduction in greenhouse gas (GHG) emissions, targeting a 49% reduction by 2030 and 95% by 2050. The construction sector, which is responsible for 15% of the Netherlands' CO2 emissions, largely relies on concrete, a material that contributes up to 8% of global CO2 emissions, primarily due to cement production. Transitioning to sustainable concrete is vital for meeting these climate targets. This study explores how demand-side organisations, particularly purchasers, can facilitate the adoption of green concrete in the Netherlands by establishing environmental standards and prioritising sustainable materials in construction projects.

This research utilises qualitative methods, including literature reviews, stakeholder interviews, and case studies of both conventional and green concrete projects. The findings emphasise the importance of promoting the 'cement with purpose' concept, generating demand for near-mature innovations, providing extensive testing for emerging innovations, and contributing to the development of alternative materials beyond slag. At the project level, the successful adoption of green concrete is associated with clear sustainability targets, strong engineering capabilities, client willingness to accept risks, and the strategic use of pilot projects.

The study proposes a conceptual framework, the Green Concrete Adoption Strategy for Purchasers (GCAS-4P), which combines strategic and practical insights to assist demand-side organisations in advancing the green concrete transition. It also highlights the need for further research to consider supplier perspectives and broader regional transitions.