Impediments of Green Marketing in Pakistan

This study investigates different factors and the impact of these factors on adoption of green marketing in Pakistan. Motivational factors which are legislation, competitiveness, and ethical reasoning. Company features in which company size, internationalization, position in value chain, managerial attitude, and strategic attitude fall. Some external factors like geographical location and industrial factors also have effects on green marketing adoption. The last factor in our study is stakeholder’s pressure. it also identify that why companies not adopt green marketing and what are the benefits companies are gaining by implementing green marketing in their organization. Our research is qualitative so we have conducted detail interviews from the three organizations of Faisalabad and after that we are able to find out the reasons that why companies hesitate to adopt green marketing. Major reason of adoption of green marketing that the study has explored is the pressure of big stores and big brands on the subcontractors that they have to provide them the green products. The reason of non-adoption of green marketing is unawareness among people about green marketing and Government also not taking any kind of steps to motivate or to force the organization toward adoption of green marketing in Pakistan.