This study examines whether the ban imposed on plastic bags across the capital city of Pakistan is effectively enforced or not. In both urban and rural regions of Islamabad, 400 KAP questionnaires were filled out by shopkeepers and customers. In the questionnaires, knowledge, attitude, and practices of the people regarding the plastic bags were examined and the results are shown on different graphs and tables. Logit model was used for estimation of both the consumers’ and retailers’ models. The study finds out that the people of Islamabad have good knowledge and attitude towards plastic bags and the ban imposed on them but when it comes to practicality, they are very weak. The reason behind their weak practicality is the weak enforcement of the ban and their fearlessness of getting caught in violation of the ban. Those retailers who have fear of being caught have 11.7% higher probability of following the ban as compared to those who do not have fear of being caught. Moreover, the retailers supporting the ban and those who knew the amount of fine to be charged if violate the ban had 19.5% and 43.2% higher probability respectively, as compared to those retailers who were not supporting or were unaware. Availability of alternatives to retailers also played a vital role in following the ban. Consumers on the other hand were a bit more reluctant towards following the ban. Those consumers who thought they will be caught if violate the ban and those who took their own reusable bag from home when go for shopping had 14.2% and 18.4% higher probability respectively, as compare to those who do not think they will be caught or those who were not taking alternatives for shopping. Base on the results of the study it is suggested that people of Islamabad are more likely to follow the ban if they have more fear of being caught in violation of the ban. Government should strictly enforce the ban by increasing punishment and by increasing the probability of sanctioning people for the violation. Supervisor:- Dr. Muhammad Nasir