Determinants and Outcomes of Green Technology Innovation Adoption among Third-Party Logistics Firms in China: A SEM-ANN Analysis

Although the adoption of green innovation has been explored in various contexts, there is still a lack of research on the determinants of green technology innovation adoption (GTIA) in the third-party logistics (3PL) industry of emerging economies and the resulting economic, environmental, operational, and intangible outcomes. This study aims to investigate the influence of different determinants of technological, organizational, and environmental factors in the TOE-DOI framework on the adoption of green technology innovation, as well as the outcomes of such adoption. The study utilizes sample data from 544 Chinese 3PL firms and employs two-stage structural equation modeling and artificial neural network analysis. Partial least squares structural equation modeling (PLS-SEM) explains 85.4% of the variance in green technology innovation adoption, 21% in environmental outcomes, 18.5% in economic outcomes, 20.8% in operational outcomes, and 22.3% in intangible outcomes. The artificial neural network (ANN) model ranks the standardized importance of each predictive variable. The results indicate that institutional pressure is the most significant determinant of GTIA. Additionally, 3PL firms should consider the positive impact of green supplier integration and relative advantage. Complexity does not have a positive impact on GTIA. The longer a company has been established, the more experience and resources it accumulates, and the more opportunities it has to adopt green technology innovation. This study contributes to the existing research on emerging economies and other regions. Furthermore, this is the first study to successfully validate the nonlinear relationship within the Technology-Organization-Environment (TOE) framework and diffusion of innovation (DOI) theory, namely the TOE-DOI framework. The research findings further enhance the current understanding of green technology innovation adoption and its impact. This study provides valuable insights for managers and policymakers in the 3PL industry to achieve various effects, such as environmental, economic, operational, and intangible outcomes.