What factors influence the motivation of logistics enterprises to adopt green technology? An empirical study based on the TOE model

Purpose With the help of the technology-organization-environment (TOE) modeling framework, we conducted model construction and analysis. We obtained that the motivation of enterprises to carry out green logistics construction is strongly influenced by technological and environmental factors, which will provide a solution for the cultivation of green behaviors and green and energy-saving production of enterprises. Design/methodology/approach The objective of this study is to support the global goal of green and energy-efficient production by investigating the factors influencing the motivation of logistics firms to adopt green technologies, contributing to the low-carbon and resource-efficient transition of the agri-food cold chain logistics sector in China with Tibet, Beijing-Tianjin-Hebei and Shandong as the primary targets, as well as to ensure food quality/safety that reduces food waste. To this end, we selected more than 500 enterprises related to fruit, vegetable and aquatic products cold chain logistics to conduct a survey and analysis to derive multi-dimensional data on the factors influencing the motivation of enterprises’ green behaviors and the motivation of enterprises to carry out green logistics construction, etc. Findings The model was constructed and analyzed with the help of the TOE model framework, and it was found that the motivation of enterprises to carry out green logistics construction was strongly influenced by technological and environmental factors to provide directions and ideas for enterprises to cultivate green behaviors and solutions for green energy-saving production. Originality/value (1) Support global green and energy efficient production goals. (2) TOE model framework is used for model construction and analysis. (3) The motivation of enterprises to carry out green logistics construction is strongly influenced by technical and environmental factors. (4) The research provides direction and solution for enterprises to cultivate green behavior and realize green energy-saving production.