| Abstract |
Background: The imperative for green innovation within global supply chains, driven by environmental concerns related to rapid industrialization, is widely recognized. Governments strategically integrate green innovation into economic plans to align growth with sustainability. However, complexities in adoption, such as relative advantage, compatibility, and government policies, remain. This study aims to comprehensively examine the adoption of green innovations within supply chains, addressing a notable gap in the existing literature. It focuses on elucidating the challenges associated with the adoption of green innovation within supply chains, emphasizing a proactive response to environmental challenges. Key factors, including relative advantage and compatibility, are explored in the context of challenges related to resource constraints and integration complexities. The study underscores the role of cooperative innovation in enhancing the attractiveness of green innovation adoption, with a crucial moderating influence attributed to government policies. Methods: A comprehensive literature review and quantitative research utilizing a questionnaire form the basis of this study. The research model evaluates factors influencing the willingness to adopt green innovations, encompassing external (government policy, competitive pressure), internal (collaborative innovation), and systemic factors (relative advantage, compatibility), with a specific focus on collaborative innovation. Structural Equation Modeling (SEM) using SPSS 26.0 and AMOS 25.0 was employed to identify directional influences in the analysis. Results: The findings of this study reveal that both relative advantage and compatibility have a direct impact on cooperative innovation, subsequently influencing adoption intention through the mediation of cooperative innovation. Moreover, the study highlights a moderating effect of government policy on the relationship between cooperative innovation and the intention to adopt green supply chain innovations. Conclusions: By integrating the Technology -Organization -Environment (TOE) theoretical framework into the Diffusion of Innovation (DOI) model, this study addresses critical gaps in research on organizational -level innovation adoption. The conclusions drawn, along with theoretical implications and managerial recommendations derived from the statistical results, contribute to fostering the implementation of green innovation in supply chain management. |