Strategic Sustainability in Branding: A Grounded Theory Approach to Developing a Sustainable Branding Model in Ports

Committing to sustainability in all its dimensions is crucial in port operations. This commitment enhances stakeholder perceptions and supports branding efforts that integrate sustainability strategies. Sustainable branding is increasingly critical for all industries seeking a competitive advantage in global trade; thus, this research aims to construct a comprehensive framework for sustainable branding in ports, utilizing strategic sustainability principles. Sustainable branding extends beyond the advantages of day-to-day operations and integrates sustainability into the brand's core identity and stakeholder interactions. The study examined the intricacies of sustainable branding practices using a qualitative, exploratory approach and grounded theory methodology. This study investigates the mechanisms behind sustainable branding through interviews with twenty-six experts in the port sector. These experts were selected using purposive sampling based on their extensive knowledge of branding and sustainability. Ultimately, the research results in a theory that defines pragmatic sustainable branding as a reciprocal relationship, where sustainability acts as a fundamental basis, and branding initiatives are propelled forward. This theory provides insight into how ports can strategically utilize sustainable branding and adds to the broader discussion on sustainable port management.