Other than the reason of environmental legislation enforcement, enterprises start to make business decisions based on the need for sustainability and turn in to its potential marketing value.
A recent survey showed that around 82% of businesses are willing to increase spending on green marketing (Environmental Leader, 2009) since the enterprises recognise the opportunity to charge higher price due to the enviable green image.
Those who manage to translate sustainability into sources of competitive advantage and a key value driver for their customers, stakeholders and, ultimately, their bottom lines, will emerge as winner in this new competitive landscape (Esty & Winston, 2006; KPMG International, 2011).
As such, devising a green port strategy fulfilling both economic and environmental objectives would be desirable and contributes to the port’s sustainable growth and development. The literature to-date has yet to fulfill the much desired industry demand.