Drivers of Green Practices Adoption in Large Moroccan Enterprises: A TOE Framework Approach Using PLS-SEM

This research examines the factors influencing the adoption of green logistics practices and their impact on the environmental performance of publicly listed companies in Morocco. Despite a growing awareness among businesses of the importance of sustainable practices, their adoption remains constrained by various organizational and environmental barriers. This study employs a mixed-methods approach, combining a qualitative analysis through in-depth case studies and a quantitative analysis using the PLS-SEM method. The sample includes 98 companies that responded to the survey, out of 120 solicited. The results highlight those external pressures, particularly government regulations, customer expectations, and competitive dynamics, serve as key drivers of green logistics adoption. Furthermore, organizational resources (human, financial, and technical) and stakeholder support play a crucial role in facilitating this transition. The study also confirms a significant positive impact of green logistics practices on environmental performance, reinforcing the strategic relevance of sustainability in logistics for businesses.