The objectives of this research were 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. While there is a large body of literature on green marketing from many countries, the extent to which the concept has been embraced in the construction industry in Zimbabwe is somehow missing. The results of this study can be used by the management of contracting companies as they formulate strategies for arresting environmental challenges. The study was quantitative in nature using an explanatory research design with the study population limited to construction companies registered with the Construction Industry Federation of Zimbabwe. A sample of 182 executives representing construction companies completed the questionnaire. The data were analysed using STATA version 12. The findings showed a positive awareness in most 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 lack of green standards. The results have confirmed that green marketing has been embraced in the construction industry in Zimbabwe as evidenced by the positive employee awareness and green marketing initiatives undertaken by the construction companies.
Keywords: Construction industry, environment, green marketing, organisational performance