Green port marketing for sustainable growth and development

There are increasing concerns on the environmental impact of port operations and development due to pressing global issues such as climate change and energy conservation. From the sustainability perspective, a port should manage and balance three bottom lines, namely economic prosperity, social wellbeing, and environmental quality. A major driver for sustainability is to attract and retain customers who value sustainability. As such, formulating a green port marketing plan fulfilling the economic, social, and environmental objectives will guide a port towards sustainable growth and development. The study aims to investigate the green marketing status of the world's major ports. With reference to green marketing theories, these ports' green marketing status is reflected by their strategies, structures, and functions. Cross case analysis is performed to identify patterns and trends across the various ports for benchmarking and thereby derive green marketing orientation. The cross case analysis also adds value by representing an international perspective from the major ports in key geographical regions. The results show that more than half of the 30 cases are actively engaged in green marketing. However, ports focus more on strategies, and less on structures and functions. It is recommended that ports should connect the three essential aspects in green marketing efforts.