The Factors Influencing Digital Technologies Adoption in Green Supply Chain Innovation: Evidence from the Social Enterprises in Malaysia

This study aims to explore the factors influencing digital technologies adoption in green supply chain innovation of social enterprises in Malaysia. In this study, the antecedents as factors are performance expectancy, effort expectancy, facilitating conditions and costs of use will be examined on the digital technologies adoption. Through the quantitative method, the survey approach through a personally administered questionnaire survey was used as a data collection instrument. The samples were obtained from 410 social enterprises located in five states in Malaysia. Structural equation modelling (SEM) was applied to analyse the collected data. The findings reveal that performance expectancy, effort expectancy and costs of use have a significant positive influence on digital technologies adoption. Facilitating conditions have no significant influence on digital technologies adoption. The findings contribute to practical and theoretical implications.