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From Awareness to Action: Managerial Perceptions, Strategic Dysfunctions, and Sustainability-Oriented Digital Technology Adoption

Author

Listed:
  • Diana-Claudia Perticas

    (University of Oradea, Oradea, Romania)

  • Claudia-Diana Sabau-Popa

    (University of Oradea, Oradea, Romania)

  • Anca Otilia Dodescu

    (University of Oradea, Oradea, Romania)

  • Roxana Hatos

    (University of Oradea, Oradea, Romania)

  • Adrian Florea

    (University of Oradea, Oradea, Romania)

  • Hillary Wafula Juma

    (The Technical University of Kenya, Nairobi, Kenya)

Abstract

This study investigates the perceptions of managers from traditional firms regarding the adoption of digital and artificial intelligence (AI) technologies as enablers of organisational sustainability, with a focus on the North-West region of Romania. Drawing on the Technology-Organisation-Environment (TOE) framework, the Diffusion of Innovations Theory (DIT), and the Strategic Alignment Theory (SAT), the research explores the interplay between executive attitudes, sustainability-oriented priorities, and the implementation of digital solutions. Based on a sample of 145 managers and using Structural Equation Modelling (SEM), the study tests four hypotheses concerning software initiatives, automation, strategic frameworks, and AI-driven innovation. The findings reveal a significant disconnect between the perceived strategic value of technology for sustainability and its effective implementation. Conversely, sustainability-aligned strategic planning and the prioritisation of automation as key drivers of AI adoption. This contributes to the literature by offering empirical insights into the cognitive, strategic, and operational barriers hindering sustain-able digital transformation in established firms and proposes actionable implications for both practice and future research.

Suggested Citation

  • Diana-Claudia Perticas & Claudia-Diana Sabau-Popa & Anca Otilia Dodescu & Roxana Hatos & Adrian Florea & Hillary Wafula Juma, 2025. "From Awareness to Action: Managerial Perceptions, Strategic Dysfunctions, and Sustainability-Oriented Digital Technology Adoption," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(S19), pages 1441-1441, November.
    • Handle: RePEc:aes:amfeco:v:27:y:2025:i:s19:p:1441
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    References listed on IDEAS

    as
    1. Rodrigo Lozano, 2015. "A Holistic Perspective on Corporate Sustainability Drivers," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(1), pages 32-44, January.
    2. Florina Pinzaru & Alina Mihaela Dima & Alexandra Zbuchea & Zoltan Veres, 2022. "Adopting Sustainability and Digital Transformation in Business in Romania: A Multifaceted Approach in the Context of the Just Transition," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 1-28.
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    Keywords

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    JEL classification:

    • C39 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Other
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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