Varia Ranah - Sorotan Ilmiah Perkhidmatan Awam

491 Varia Ranah: Sorotan Ilmiah Perkhidmatan Awam INTRODUCTION Recent development of an increasing effort by local government sustainable development strategy has been rising remarkably. The rising is revealed with the emergence of green products and green marketing. Laws and regulation on green marketing are enacted to substantiate such new rising to protect consumer interest. While local authorities see efforts on sustainability on their core business, strategic endeavours of their support system gaining least and unfavourably emphasized. The move may be an effect of major policies by authorities of global and regional organisations and sustainable leadership on the environmental policy. Researchers and practitioners define sustainable development variably depending on the context of study and goals of sustainable development. Mostly, sustainable development refers to the importance of environmental protection such as ecologists attempt to gauge effective production systems with organisational capability to preserve nature (Bhalachandran, 2011). Others view sustainable development in more comprehensive and interrelated concept which involve wide spectrum of organisational activities and world population. For a beginning, a broad definition would be best defined by Bruntland Commission. ‘Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs’ (WCED, 1987). The traditional approach on sustainable development concerned mainly on the protection of environment, or in some critical definition which incorporates other factors such as social and economy, it was viewed as sustaining growth or successful development (Lele, 1991). While sustainable development concept was then revolutionised with links of various issues including social, health, gender, population, financial and operational systems and culture, the EU Sustainable Development Strategy (EU-SDS) policy-guiding principles offer a broad conceptual framework of sustainable development, which is fundamental to the implementation of corporate sustainability strategy. It is