Abstract
Purpose
 
 The purpose of this research was to examine the awareness of employees about green marketing, the initiatives taken by contractors and the challenges encountered in implementing the concept in the construction industry in Zimbabwe. 
 
 Methodology
 
 The study was quantitative using an explanatory research design with the study population limited to construction companies registered with CIFOZ. A sample of 182 executives representing construction companies completed the questionnaire. The data were analysed using STATA version 12. 
 
 Findings
 
 The findings showed a positive awareness in employees to green marketing in the industry and a positive perception of practices as evidenced by the construction employees. However, there are challenges in the implementation of green marketing, including a lack of green standards. 
 
 Contribution and value add
 
 Based on employee perspectives, a conclusion was reached that green marketing has been embraced in the Zimbabwean construction industry, and there are green marketing initiatives undertaken by the construction companies in that country. The results of this study contribute to the body of academic knowledge, hence the theory base that was used to drive this study could be amended as a result of the insights from the study.
Highlights
In recent years, environmental issues have become high on the global agenda as organisations embrace environmental protection as part of their competitive strategies (Dean & Pacheco 2014)
The findings showed a positive awareness in employees to green marketing in the industry and a positive perception of practices as evidenced by the construction employees
The results of this study demonstrated a positive awareness in most employees of the green marketing concept
Summary
Environmental issues have become high on the global agenda as organisations embrace environmental protection as part of their competitive strategies (Dean & Pacheco 2014). Marketers are under scrutiny regarding the effects of their products on the environment and this has led organisations to integrate green practices into their systems as an assurance to customers that an appropriate environmental system is in place. This has caused most companies to include environmental issues on their corporate websites (Trireksani & Djajadikerta 2014:19). While a substantial body of literature on green marketing exists in other parts of the world (Dean & Pacheco 2014:14; Zhu & Sarkis 2016:293; Arseculeratne & Yazdanifard 2014:130), academic studies on the awareness of practices in Zimbabwe have generally been limited (Mbasera, Du Plessis, Saayman & Kruger 2016:2). The emergence of green marketing has increased http://ibr.ccsenet.org
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