PurposeThis paper aims to study the use of cool roof technology to avoid unnecessary energy consumption in supermarkets. This will allow to reduce and even cancel the heat absorbed by the roofs, transferring it to the buildings and thus, creating more sustainable cities.Design/methodology/approachThirteen real supermarkets with cool roofs were analysed in Australia, Canada, the USA and Spain. An analysis of so many supermarkets located in different parts of the world with different climatic zones has allowed an inductive analysis, obtaining real data of energy consumption associated with the air conditioning installations for a year with and without implementing the cool roof technology.FindingsThe paper provides insights on how the use of cool roof managed to reduce the need for energy for heating, ventilating and air conditioning by between 3.5 and 38%. Additionally, this technology reduces the annual generation of carbon dioxide (CO2) emissions per square meter of supermarket up to 2.7 kgCO2/m2. It could be an economical technology to apply in new and old buildings with a period of average economic recovery of four years.Research limitations/implicationsBecause of the chosen research approach, the research results may be generalisable. Therefore, researchers are encouraged to test proposals in construction with other uses.Practical implicationsThe paper includes economic and environmental implications for the development of cool roof technology and smooths the way for its implementation to increase energy efficiency in commercial buildings.Originality/valueThis paper is an innovative contribution to the application of cool roof technology as a source of energy savings in commercial construction through the analysis of supermarkets located in different countries with different climate zones. This will help other researchers to advance in this field and facilitate the implementation of the technology.