In recent years, environmental issues become more intense and widespread. This calls for considering the issues of sustainable development in business operations. This paper utilised interviews with three organisations to identify green initiatives adopted in Malaysia, their drivers and outcomes. Analysis of the interviews indicates that the most adopted green initiatives in Malaysia are eco-design and green purchasing, followed by reverse logistics. The key drivers are regulations, customer pressures, expected business benefits and social responsibility. The study indicates that the outcomes of green initiatives are environmental, cost reductions, economic, in addition to company and brand image and reputation.
Keywords: green initiatives, environmental sustainability, interviews survey, Malaysia, benchmarking, sustainable development, sustainable business, green business, ecodesign, green purchasing, reverse logistics, regulations, customer pressure, business benefits, social responsibility, brand image, reputation