Integrated Green Initiatives Project Incorporating Sustainable Economic Model

Aiming at sustainable green building development is a current trend in Malaysian building industry. Hence, the paper's objective is to investigate the integration strategy of green building project through sustainable economic model to enlighten the developers towards a positive growth of business development. Through a systematic design of grounded theory approach, as a result, this paper presented the conceptual framework comprises of five potential business models that can be used to embark on sustainable green initiatives project through various but different entries. Simultaneously, the conceptual framework attempts to accommodate the sustainability concept as the key dimension to quality of life.