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Identification of Green E-Commerce Adoption Among SMEs Based on the TOE Framework With Demographics as Control Variables
Abstract
This research investigates the adoption of green e-commerce among SMEs in Indonesia through the lens of the technology-organization-environment (TOE) framework. Using a quantitative approach with 126 SME owners who have adopted green e-commerce, the study finds that technology, organization, and the environment significantly influence green e-commerce adoption. Specifically, SMEs are more likely to adopt green e-commerce when they perceive it as useful and aligned with their values, receive organizational support, and face pressure from customers and competitors. Contrary to expectations, the owner's education level, product type, and duration of operations do not significantly impact the adoption decision. The study contributes to theory by reaffirming the TOE framework's relevance in predicting green e-commerce adoption and provides practical insights for stakeholders to enhance SMEs' green business practices and digital transformation efforts.
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