Industry 4.0 and the sustainable business model for the digital marketplace

Purpose The purpose of this study is to explores how Industry 4.0 technologies drive disruptive innovation in digital travel marketplaces. It analyses value exchange networks in reshaping business models and identifies factors influencing customer acceptance. By examining performance expectations, trust and satisfaction, it assesses their impact on customer behavior. It also investigates how digital marketplaces use Industry 4.0 to optimize resources, reduce environmental impact and build sustainable models that create long-term economic value for stakeholders. Design/methodology/approach The study uses a mixed-methods approach, combining surveys, interviews and case studies to examine digital marketplace acceptance. Structural equation modeling analyses relationships among performance expectancy, trust, satisfaction and behavior, while thematic and statistical analyses validate findings. This approach offers a comprehensive view of how Industry 4.0 supports sustainable business models. Findings Findings show that performance expectancy, trust, and satisfaction strongly influence customer acceptance in digital travel marketplaces. These factors, supported by favorable conditions, enhance adoption and confidence. Expanding value networks drives growth, while Industry 4.0 technologies optimize resources, reduce environmental impact and promote sustainable, competitive business models. Originality/value This study links Industry 4.0, value exchange networks and customer acceptance in digital travel marketplaces, offering a framework on how disruptive innovation and sustainability reshape business models.