Due to the rampant issues of sustainability violations getting exposed through media reports, NGO scrutiny and government audits, consumers are becoming more wary of irresponsible behavior of brands. This has elicited stringent monitoring of sustainability violations by brands as well as regulatory bodies.  Though there are several studies on the barriers towards the adoption of sustainable products, there is a lack of holistic overview of the problems confronting the supply chain considering multiple stakeholders. Hence, we examine the main roadblocks faced by the majority of the stakeholders in implementing sustainable practices. We discuss the issues in terms of broad economic, social and environmental factors and derive propositions based on multiple stakeholder perspectives.  We further find evidence for the validity of the propositions through a group model building exercise in a sustainable food supply chain context. The causal loop diagram from the group model building gives a holistic view by indicating the systemic interactions of the various factors identified by multiple stakeholders.