The Paris Agreement was adopted by 96 parties in the COP21 to limit global warming by 1.5°C. The environmental concern triggered manufacturers to innovate and launch new green products. Market polarization has an impact on sustainability challenges. This study aims to identify sustainability factors influencing the customer purchase decision of Green Products as the consideration of new green product strategic intent. In organizational buying, buying centres participate in the purchasing decision process. The interview was conducted with three customer categories: Consultant, Contractors, and Building Owners. The number of informants was determined according to data saturation. The research finds the factors influencing the marketing stimuli, such as product and service, price, distribution, and communication. The marketing stimuli influence consumer psychology (motivation, perception, learning, memory) and characteristics. The immersion between marketing stimuli and consumer psychology is processed in the buying decision process.