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AbstractGoing ‘Green ’ is fast becoming a trend and necessity in today’s business worldwide. This is simply because, business is indirectly or directly giving a huge negative impact towards our environment by depleting these natural resources in the process of producing goods and services. A way to reverse the negative effect, the concept of ‘Green Productivity ’ (GP) was introduced. This research is on the motives in implementing Green Productivity initiatives in Malaysia. This research was focused on the EMS14001 certified companies in Malaysia. The response rate was about 30 % from 400 companies identified for this study. The findings show that most of the respondents agree that GP can increase product quality, reduce scrap and rework costs, reduce waste and pollution and reduce risk. On the other hand, most of them do not agree that GP can reduce manufacturing cycle time, reduce unit manufacturing cost, reduce absenteeism, and increase worker participation and increase healthier environments. Accordingly, this study could give manager of Malaysia’s firm a new perception on the green initiatives is not just morale responsibility but it is a strategic decision towards firms ’ success.