THE IMPACT OF SUSTAINABILITY STRATEGY ON TECHNOLOGY ADOPTION IN LOGISTICS: A PERSPECTIVE ON USER’S PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE

Purpose This empirical study investigates the impact of a sustainability strategy on the digital adoption process of a logistics company. Utilizing the TAM-TOE framework, the paper aims to explore how embracing sustainability influences decision-making regarding technology adoption and interacts with the perceptions of users to create value. Research Approach Employing a qualitative holistic case study design, the research explores the integration of sustainability logistics strategies and digital adoption within last-mile operations based on a real-life case in the logistics sector. This methodology is appropriate for exploratory research, given that existing literature that integrates TAM-TOE framework is limited. Five data sources (Interviews, videos, company website, academic papers, and non-academic sources) were used for formalized collection and sorting of data to produce a rich range of data which was triangulated for validation. Findings and Originality The findings reveal that studies that employed the TOE framework have ignored the sustainability dimension in the Environment component of the framework. Particularly, extant research has employed the TOE framework separately from the TAM framework because the link between technology adoption and environmental sustainability is an incipient research area. Therefore, this study developed a unique approach integrating the TAM-TOE framework to demonstrate the major impact of a sustainability strategy on user perceptions as they adopt new technology to achieve not just efficiency, but environmental sustainability. Research Impact By integrating two separate academic research areas of technology adoption and sustainability in the logistics industry, this study contributes to examining the impact of a sustainability strategy on technology adoption in the logistics industry. Given the strategic commitment to sustainability, the first-hand experience of users in adopting new technologies is captured to understand the implications for firms adopting technology as they seek to deliver sustainability goals and generate insights for future adoption. Practical Impact By prioritising user-friendly and impactful technologies aligned with sustainability objectives, organisations can improve operational efficiency while reducing their environmental footprint.