A Qualitative Study on Sustainability of Tea Industry: Exploring the Challenges and Opportunities Using PESTEL Review

The fundamental value of this study is to examine the sustainability issues of the tea industry in Bangladesh using PESTLE (Political, Economic, Technological, Social, Environmental, and Legal factors) analysis. PESTEL analysis perceived that the macro-environmental factors in the sustainable tea industry of Bangladesh are rather unpromising as a consequence, making it a profitable industry through evaluating its challenges and opportunities. A qualitative research method has been applied to measure the importance of the macro-environmental factors and their level of influence on the tea industry. For the data collection purpose, this study used an interviewing method and the thematic analysis was applied for data analysis purposes. 3o industry experts and stakeholders were interviewed and some major insights are discovered. Lack of governance of public authority, limited awareness of sustainability issues, below-standard labor wages, achieving economies of scale, outdated machineries and technologies and liberal import law are some significant challenges facing the sustainable tea industry of Bangladesh. The findings may provide useful suggestions for the policy-makers, researchers, developers and tea garden owners for decision-making purposes.