This research investigates the role of factors affecting the adoption of sustainable marketing by foodindustrial companies in Palestine. These factors are regulations on pollution and environmentalprotection, limited natural resources and its increasing costs, the change in consumer attitudes andbehavior, stakeholders’ interest and awareness on issues of social responsibility, and top managementattitudes toward sustainable marketing. To achieve the research objectives, five hypotheses have beendeveloped and empirically tested using simple and multiple regression analysis. Research data wascollected by administering a questionnaire to a sample of 248 companies operating in Palestine's foodindustry. Hypotheses testing results showed a statistically strong relationship between all independentvariables and adoption of sustainable marketing by food industrial companies except the variable ofconsumer attitudes and behaviors, it has no significant relationship with the adoption of sustainablemarketing. The study provides a set of recommendations for companies and the government
Journal
Title
Jordan Journal of Business Administration Vol 11, No. 2, pp.381-409.