Real estate development is among the main consumers for green building materials (GBM), and developers play a critical role in the development of GBM. Therefore, green procurement (GP) practice adopted by developers is important to the promotion of GBM products. There are various factors acting as an impetus for developers to adopt GP in the areas of business policy, marketing, supplier selection, and enterprise organization. There are a number of attributes to each of these areas, and some of them are key factors playing essential roles in affecting developers' GP practice. This study examines the green features of GBM, factors affecting GP practice, and green procurement behavior in the context of real estate development. Research data used for analysis are collected through a questionnaire survey to developers, with the receival of 39 effective responses. The one-way Analysis of Variance (ANOVA) technique is employed in identifying key factors to GP behavior. The study reveals that the key factors include “Marketing benefits”, “Market pressure” and “Internal pressure within organization”, and the typical reasons for developers to adopt GP are “Policy pressure”, “Marketing benefits” and “Business benefits”. The research findings on these key GP factors provide a valuable reference for assisting relevant government departments to formulate effective policies and regulations in order to encourage real estate developers to adopt GP and consequently promote the development of GBM.