The critical success factors influencing the implementation of green initiatives at Johor Port Berhad / Muhammad Firdaus Abu Bakar, Muhammad Fitri Hedzer and Musa Said

This thesis explores the strategic implications of implementing green initiatives at Johor Port Berhad (JPB), a leading port operator in Malaysia. Utilizing comprehensive analysis frameworks such as SW OT (Strengths, Weaknesses, Opportunities, Threats), TOWS (Threats, Opportunities, Weaknesses, Strengths), and PESTLE (Political, Economic, Social, Technological, Legal, Environmental), the thesis assesses internal capabilities and external factors influencing JPB's sustainability efforts. The targeted middle management population in this quantitative study consists of 136 staff directly involved in green initiatives, including the Finance division, Marine Department, and other related departments. Based on Sekaran and Bougie (2016), the sample size was determined to be at least 103. Questionnaires were distributed via Google Forms and emails to the targeted employees, with 87 completed and returned. The data collected was analyzed using statistical methods to identify significant and non-significant independent variables affecting the implementation of green initiatives. The findings underscore JPB's robust financial resources and operational efficiency, which can be leveraged to exploit opportunities in renewable energy adoption and regulatory support. However, challenges such as technological limitations and stakeholder resistance pose significant hurdles. Key significant factors identified include environmental policy and regulations, technical leverage, and economic leverage, while human leverage and certain operational management practices were found to be less impactful. This thesis recommends strategic approaches including phased implementation, strategic alliances, and continuous adaptation to mitigate these challenges. By embracing green technologies and sustainable practices, JPB stands to enhance operational efficiency, reduce environmental impact, and strengthen its competitive position in the global maritime industry. The thesis concludes by providing insights into the capacity of green initiatives to promote enduring sustainability and economic resilience at JPB.