This article investigated the application of green management (GM) in Iranian industries and the relevant challenges. The primary objective was to pinpoint the challenges and opportunities Iranian managers face in adopting GM practices. Findings from unstructured interviews with 73 managers in various sectors highlighted significant insights into GM and its hurdles in Iran. The central issue revolved around the intricate interplay of economic, technological, governmental, societal, and managerial factors influencing GM adoption. Analysis using NVivo software uncovered five key themes: economic concerns, technological limitations, government and legislation impacts, societal factors, and managerial considerations. While economic concerns take precedence, Iranian managers recognize the potential benefits of GM, i.e. cost reduction and financial incentives, though they also face obstacles like limited access to green technologies and international sanctions. Government policies play a vital role, with uneven enforcement of GM regulations and incentives for GM adoption. Societal pressure and awareness are driving GM adoption and influencing branding and production costs. Managerial decisions also indicated a willingness to embrace GM practices, provided barriers are addressed. In sum, Iranian managers exhibited a genuine interest in GM and its positive impacts, despite challenges like restricted technology access and sanctions. This study underscores the necessity of lifting sanctions, crafting clearer government policies, and offering support to promote GM in Iran, providing crucial insights for policymakers and businesses striving to foster sustainability in a complex environment.
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