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Environmental issues have become an essential part of business strategies; it therefore poses a challenge for managers and researchers to explore the integration of environmental concepts in business operations. Although a number of studies on green practice adoption can be found in the literature, few of them analyzed the likelihood of adoption(use or not use) and the extent of adoption(light or intensive) among non- and of green practices in organizations. This work aims to explain firms decisions to adopt green practices, and the extent to which the adopters subsequently implement green practices. Past research of green management concentrated on manufacturing sectors; limited attention was paid on research in service sectors. Over the past 50 years, logistics and transportation, a sector in the services industry, has been regarded as a key determinant of business performance. This paper focuses on the green practice adoption in logistics companies because many logistics operations often lead to severe environmental impacts. The conceptual model was grounded in the technology-organization-environment (TOE) framework (Tornatzky and Fleischer, 1990), Rogers DOI theory and Thongs (1999) Model. The main purpose of this study is to explore the influences of determinant factors on green practice adoption and the extent to which the practices are adopted among the adopters in Malaysian logistics companies. A quantitative research technique using the survey method will be applied for the research.
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