From awareness to adoption: a theoretically grounded analysis of professional pathways in sustainable construction material usage in Nigeria

Purpose This study aims to examine why awareness of sustainable construction materials (SCM) fails to translate into adoption among Nigerian architecture, engineering and construction (AEC) professionals despite widespread environmental recognition, testing whether barriers are profession-specific or sector-wide. Design/methodology/approach Cross-sectional survey of 273 AEC professionals (architects, civil engineers, builders, quantity surveyors, construction managers) across the six geopolitical zones in Nigeria. Validated composite indices measured awareness and adoption. Differences across professional groups were examined using the Kruskal–Wallis H test, Spearman’s rank correlation was used to evaluate the relationship between awareness and adoption, and hierarchical regression was used to examine the predictors of adoption. Findings Results reveal substantial awareness-adoption gap: 47.3% demonstrate high awareness versus only 11.4% high adoption (35.9 pp difference). Moderate correlation exists (ρ = 0.455, p < 0.001, r2 = 0.207), with awareness explaining merely 20.7% of adoption variance. Critically, no significant professional differences exist for awareness (H = 8.255, p = 0.083) or adoption (H = 4.178, p = 0.382). Regression confirms awareness as the sole significant predictor (β = 0.478, p < 0.001); professional affiliation adds negligible variance (ΔR2 = 0.016, p = 0.220). The 77.8% unexplained variance indicates institutional barriers as primary constraints. Practical implications With awareness already high, education-focused interventions show limited returns. Evidence-based recommendations include mandatory green building codes (20–40% SCM requirements), financial incentives (10–15% tax breaks, subsidized loans) and supply chain development through government procurement guarantees. Originality/value The first quantitative cross-professional mapping of SCM awareness-adoption patterns in Nigeria reveals sector-wide institutional constraints transcending professional boundaries. Findings challenge awareness-raising paradigms and redirect policy toward systemic reforms.