This thesis investigated the implementation of strategic marketing orientation towards sustainability in the pharmaceutical industry in the Republic of Croatia. The aim of the thesis was to determine what attitudes marketing managers have towards ethics, what is the level of integration of sustainable marketing orientation, and to investigate the influence of stakeholder groups on the implementation of sustainable marketing orientation. Sustainable marketing orientation is defined as the company's ability to use resources to develop unique comparative advantages and activities based on sustainable development values. It was measured using three elements: strategic integration, societal engagement and ethical capabilities. At the same time, this thesis examines the connection between the element of the theory of planned behavior, analysis of attitudes, subjective norms and behavioral control of marketing managers and the implementation of marketing sustainable orientation. The results show that managers attitudes have small but statistically insignificant positive influence, while the subjective norms of marketing managers have a significant and positive influence on the level of application of sustainable marketing orientation and indicate the power of the environment on managers decision making. Based on the descriptive analysis of the collected responses, it is additionally concluded that sustainable marketing orientation in pharmaceutical companies is relatively highly implemented, but there is room for improvement. The pressure of interest-influential groups has a strong influence on the implementation of sustainable marketing orientation, especially on social inclusion and strategic integration. The pressure on the image of the company, the legal provisions and the management of the company proved to be the most influential pressures of interest-influential groups.