Adoption of Industry 4.0 Technologies: The Role of Artificial Intelligence, Green Supply Chain Practices, Sustainability, and Organizational Culture in Emerging Markets

Purpose: The dynamic relationship between the adoption of Industry 4.0 technologies, green supply chain practices (GSCP), organizational culture and sustainability performance is researched, and the focus is on emerging markets context. It explains how these variables influence each other in the pursuit of sustainability within organizations during digital transformation.Design/Methodology/Approach: There was a basis of a quantitative research methodology which adopted the use of structured questionnaires that were distributed to 358 professionals from the manufacturing, logistics, energy and IT sectors. This was assessed through Partial Least Squares Structural Equation Modeling (PLS-SEM) on the data in order to test the direct and mediated relationships between the constructs.Findings: Results indicate that Industry 4.0 technologies imprint positively on the implementation of the organizational culture and sustainability performance. It is found that GSCP significantly mediates the link between adoption of technology and sustainability outcomes and also strengthens organizational culture.Implications/Originality/Value: This study has implications for managers who can use this roadmap to align technology adoption to the internal culture and green practices to achieve sustainability goals. For emerging markets where institutional support is emerging this model is very applicable, both advancing academic theory and practice.&&&&