How to overcome Anti-Sustainable Behaviour in B2B industries?

In recent years, many B2C companies have made significant progress in adopting sustainable practices. This paper focuses on this B2B sector and explores the challenges project managers face when implementing sustainable development practices in infrastructure projects in Queensland, Australia. Through an inductive research design, qualitative interviews with project managers and sustainability experts were conducted. The findings revealed substantial obstacles to integrating sustainable approaches at each project phase. While all interviewees expressed awareness of the importance of sustainability and a desire to adopt more sustainable approaches, they ultimately fell short of their goals due to various constraints. Based on the interviews, a framework identifying anti-sustainable behaviour in this B2B context was developed and recommendations to help overcome these barriers were proposed.