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

Summary/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 sustainable digital transformation in established firms and proposes actionable implications for both practice and future research.

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