Adaptation to the concept of sustainability is a problem in developing countries, especially in terms of the level of knowledge, economic capability, environmental conditions, and regional policies. These four aspects become exogenous variables in this study to examine the role of green building concepts in sustainable concepts in building construction. Qualitative and quantitative methods become a way to prove the hypothesis of this study by using SEM-PLS as an analysis tool. The sample in this study limits the building developers and owners to assess aspects that affect the sustainability of the green building concept and obtain an overview of the incentive models they expect. The results of this study indicate the level o f knowledge of building developers and building owners affects the ability of building management to achieve a sustainable concept. Besides, the aspect of sustainability has an impact on the acquisition of both internal and external incentives for developers and building owners. Specific incentive models that developers and owners expect are accelerating licensing and building certification and reducing property tax. The government also supports the provision of property tax compared to value-added tax because it is a controlling tool in implementing green building concepts.