The literature on sustainable business models suggests a large potential for radical environmental benefits in many industries based upon current technological opportunities. However, there is a lack of empirical knowledge on how to design, implement and spread such business models in complex value chains. Based on a qualitative exploratory study, a concept for sustainable business models to reduce carbon emission when using construction machinery has been developed and measures needed to implement and design such a model within the construction industry is identified. The study is based upon interviews, study visits and a workshop, with participants representing all important actors in the value-chain. In conclusion, business and environmental objectives can be aligned through a result-oriented business model, supported by life-cycle data, contractual incentives, standardised emission measures and driver visualization. The concept is generalisable to the greening of value chains beyond carbon reduction and also to other complex business to business value-chains.