Green Branding and Maritime Service Marketing: How Environmental Certification Shapes Customer Loyalty and Competitive Positioning Among Global Shipping Companies
DOI:
https://doi.org/10.54259/manabis.v5i2.7276Kata Kunci:
Green Branding, Maritime Marketing, Environmental Certification, Customer Loyalty, Competitive PositioningAbstrak
The maritime industry is under increasing pressure to integrate environmental sustainability practices into its commercial operations, reshaping the way shipping companies position themselves in global markets. This study explores the role of environmental certification systems—such as Green Award, ISO 14001, and IMO environmental compliance frameworks—as green branding tools that impact customer loyalty and competitive positioning within the global shipping industry. Utilizing a qualitative research approach, the study employs thematic analysis of in-depth interviews conducted with a diverse range of maritime industry stakeholders, including port operators, freight forwarders, shipping lines, and regulatory bodies. The findings highlight that environmental certification enhances brand credibility, fosters stronger business-to-business (B2B) customer retention, and enables competitive differentiation in increasingly eco-conscious markets. By bridging the gap between environmental compliance and commercial performance, the study makes a significant contribution to maritime marketing literature, illustrating how green branding strategies can serve as a key driver of business success in the context of the global shipping industry's sustainability-driven transformation.
Unduhan
Referensi
Caldeirinha, V., Felício, J. A., Pinho, T., & Rodrigues, R. (2024). Fuzzy-set QCA on performance and sustainability determinants of ports supporting floating offshore wind farms. Sustainability, 16(7), 2947. https://doi.org/10.3390/su16072947
Caldas, P., Pedro, M. I., & Marques, R. C. (2024). An assessment of container seaport efficiency determinants. Sustainability, 16(11), 4427. https://doi.org/10.3390/su16114427
Du, S., Zhang, H. S., & Kong, Y. (2023). Sustainability implications of the Arctic shipping route for Shanghai port logistics in the post-pandemic era. Sustainability, 15(22), 16017. https://doi.org/10.3390/su152216017
Kim, B., Kim, G., & Kang, M.-H. (2022). Study on comparing the performance of fully automated container terminals during the COVID-19 pandemic. Sustainability, 14(15), 9415. https://doi.org/10.3390/su14159415
Kim, S.-K., Choi, S., & Kim, C. (2021). The framework for measuring port resilience in Korean port case. Sustainability, 13(21), 11883. https://doi.org/10.3390/su132111883
Liao, Y.-H., & Lee, H.-S. (2023). Using a directional distance function to measure the environmental efficiency of international liner shipping companies and assess regulatory impact. Sustainability, 15(4), 3821. https://doi.org/10.3390/su15043821
Mwendapole, M. J., & Jin, Z. (2021). Evaluation of seaport service quality in Tanzania: From the Dar Es Salaam seaport perspective. Sustainability, 13(18), 10076. https://doi.org/10.3390/su131810076
Paridaens, H., & Notteboom, T. (2021). National integrated maritime policies (IMP): Vision formulation, regional embeddedness, and institutional attributes for effective policy integration. Sustainability, 13(17), 9557. https://doi.org/10.3390/su13179557
Pian, F., Xu, L., Chen, Y., & Lee, S.-H. (2020). Global emission taxes and port privatization policies under international competition. Sustainability, 12(16), 6595. https://doi.org/10.3390/su12166595
Qi, J., Wang, S., & Zheng, J. (2022). Shore power deployment problem—A case study of a Chinese container shipping network. Sustainability, 14(11), 6928. https://doi.org/10.3390/su14116928
Yao, Y., Zheng, R., & Parmak, M. (2021). Examining the constraints on yachting tourism development in China: A qualitative study of stakeholder perceptions. Sustainability, 13(23), 13178. https://doi.org/10.3390/su132313178
Zhang, W., Zhang, Y., & Qiao, W. (2022). Risk scenario evaluation for intelligent ships by mapping hierarchical holographic modeling into risk filtering, ranking and management. Sustainability, 14(4), 2103. https://doi.org/10.3390/su14042103
Zhou, K., Yuan, X., Guo, Z., Wu, J., & Li, R. (2024). Research on sustainable port: Evaluation of green port policies on China's coasts. Sustainability, 16(10), 4017. https://doi.org/10.3390/su16104017
Zhu, J., Yan, W., He, J., Hafeez, M., & Sohail, S. (2024). Exploring the convergence of ICT, digital financial inclusion, environmental pressures, and free trade and their significance in driving sustainable green investment initiatives under carbon neutrality targets. Heliyon, 10(11), e31102. https://doi.org/10.1016/j.heliyon.2024.e31102
Bilal, A., Xiao-ping, L., Nanli, Z., Sharma, R., & Jahanger, A. (2021). Green technology innovation, globalization, and CO2 emissions: Recent insights from the OBOR economies. Sustainability, 14(1), 236. https://doi.org/10.3390/su14010236
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Tata Heru Prabawa
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
