BEIJING - Buildings are one of the major energy consumers in China, making sustainable architecture a promising industry for European enterprises, said an official with the European Chamber of Commerce in China on Wednesday.

Massimo Bagnasco, chair of the chamber's construction working group said that the energy consumed by the construction and operation of buildings in China are around 40 percent of the total energy used in the country.

The rapid urbanization of China has been offering opportunities for its economy as well as bringing challenges for the environment, Bagnasco said.

"It is time for China to look back and create a model which improves the health of its entire people and the environment rather than the wealth of a few," he said.

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The Chinese government is keen on reducing energy consumption and has been calling for sustainable development.

"The EU can be useful for China to achieve that goal", especially in sustainable urban planning and energy saving technology, he said, adding there are 193 European companies which are engaged in construction-related activities in China.

The experience of European companies can help China to better achieve that goal, since the Europe has a long history in urban design, he said.

The go-green of buildings can not only reduce energy consumption and green house gas emissions but also reduce operation cost and increase building values, said Massimo Roj, president of Progetto CMR (Beijing) Architectural Design Consultants Co.

The Milan-based international architectural firm regarded China as its second largest market.

"We brought in 22 million yuan in 2010, which is a huge amount for our firm," said Roj, who sees a promising future in his company's business in China, especially in big cities such as Beijing and Tianjin.