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The purpose of this paper is to examine the influence of intensity of market competition and strategic orientation on the adoption of green initiatives among public listed companies (PLCs) in Malaysia.

A questionnaire survey was distributed to all 921 PLCs, and 120 samples were analysed. This study used a statistical tool named partial least squares – structural equation modelling (PLS–SEM) for data analysis. Interviews were also conducted with a few selected companies to obtain in-depth information on green practices.

The findings of this paper reveal that strategic orientation significantly influences the adoption of green initiatives in Malaysian PLCs while the intensity of market competition does not. Competition on green products or services is not prevalent yet in Malaysia; hence, PLCs are reluctant to make huge investment in green activities. The extent of green initiatives adoption in Malaysian PLCs is just at a moderate level, suggesting that Malaysian PLCs are not so proactive but in the progressing stage of practicing green. PLCs still need some incentives to adopt more green initiatives.

The present study only focussed on the green initiatives adoption in Malaysian PLCs; hence, the research findings may not be generalizable to other countries. This study only considered the contingency theory and stakeholder theory. Due to the time and cost constraints, the data were collected at only one single point of time; thus, it may inherit the usual limitations of cross-sectional data.

The findings of this study also give empirical evidence to the practitioners that their decisions to adopt green initiatives are significantly influenced by certain factors. Companies need to understand the key drivers of their green initiatives in order for them to meet the green challenges and to ultimately derive performance from their implementations. Regulatory authorities and financial institutions could facilitate and encourage for the effective implementation of green initiatives by providing more incentives and facilities.

The findings of this study that provide the forces of green initiatives would arouse more environmental concerns among individuals, organizations, and society. The findings of this study also open an eye to the society that commitment of everyone, including upper and lower level of position, is needed in order to create the culture of green for the benefit of society as a whole.

This study contributes to the environmental management literature in the context of green and sustainable development, and to nurture green practices among industries and society for the aims to achieve the sustainability agenda. This study is conducted to explain the motivation behind the proactive decisions on sustainability practices. The current literature on green issues and sustainability provides limited evidence on what really drives companies to practice green.

This paper aims to discuss the potential of al-Wasatiyyah (hereafter, AW) value concept for human sustainability (hereafter, HS) values and its applicability to civil service practice (CSP) in Malaysia. AW is a derivative of an Arabic word that means excellent, moderate, just and professional.

This paper explains the potential of AW concept for HS both in epistemological and ontological perspectives with a focus on CSP. It focuses on the AW value concept according to Ibn Miskawaih and its applicability in CSP in Malaysia. Using content analysis and “integration perspective” between AW and contemporary Malaysia CSP practice, several questions were unlocked in this paper. They include the following: what are AW values for HS? What is the standard of value for sustainable CSP in Malaysia? And how HS from AW perspective can generate quality CSP in Malaysia?

It is found that AW can extend and enrich the meaning of value for HS and subsequently the civil service quality in Malaysia. Findings showed that AW can offer a holistic approach through four AW core values. The study also showed that AW is embedded indirectly in Malaysia CSP before it was highlighted under Najib Razak administration. This study suggests continuous emphasis on AW values in three service areas, namely, service requirements (SR), service priorities (SP) and service quality (SQ).

The limitation is to bring the value concept into the HS parameters. HS is indexed by quantitative indicators including economy, health and education achievements, rather than value concept. This study tries to expand the potential and importance of value as an indicator for HS. That is through a concept named as AW.

AW values and approaches are perceived to be a potential focus system for HS and resource building in Malaysian civil service.

Extending the meaning of HS through the application of AW concept is perceived to enrich social values and development.

This paper argues that current discussion on HS is not fit for all purposes because it lacks human great values. This paper subsequently argues AW concept as potential HS values, especially for CSP, in Malaysia.