Technology adoption theories towards environmentally sustainable pharma 4.0: a rational selection approach

Toshniwal, Ved Prabha, Jain, Rakesh, Soni, Gunjan, Mangla, Sachin Kumar and Narula, Sandeep (2023) Technology adoption theories towards environmentally sustainable pharma 4.0: a rational selection approach. Management of Environmental Quality. ISSN 1477-7835 (In Press)

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This study is centered on the identification of the most appropriate Technology Adoption (TA) model for investigating the adoption of Industry 4.0 technologies within pharmaceutical and related enterprises. The aim is to facilitate a smooth transition to advanced technologies while concurrently achieving environmental sustainability.

Selection of a suitable TA theory is carried out using a hybrid multi-criteria decision-making (MCDM) approach incorporating PIvot Pairwise RElative Criteria Importance Assessment (PIPRECIA) and Fuzzy Measurement of alternatives and ranking according to Compromise solution (F-MARCOS) methods. A group of three experts is formulated for the ranking of criteria and alternatives based on those criteria.

The results indicate that out of all six TA models considered unified theory of acceptance and use of technology (UTAUT) model gets the highest utility function value, followed by the technical adoption model (TAM). Further, sensitivity analysis is conducted to confirm the validity of the MCDM model employed.

Research limitations/implications
Challenging times like COVID-19 pointed out the importance of technology in the pharmaceutical and healthcare sectors. TA studies in this area can help in the identification of critical factors that can assist pharmaceutical firms in their efforts to embrace emerging technologies, enhance their outputs and increase their efficiency.

The novelty of this research lies in the fact that the utilization of a TA theory prior to its implementation has not been witnessed in existing scholarly literature. The utilization of a TA theory, specifically within the pharmaceutical industry, can assist enterprises in directing their attention toward pertinent factors when contemplating the implementation of emerging technologies and achieving sustainable development.

Item Type: Article
Keywords: Technology adoption theory | Fuzzy MARCOS | Industry 4.0 | Multi-criteria decision making (MCDM) | PIPRECIA | Sustainable pharma 4.
Subjects: Physical, Life and Health Sciences > Medicine
Physical, Life and Health Sciences > Biology
Physical, Life and Health Sciences > Environmental Science, Policy and Law
JGU School/Centre: Jindal Global Business School
Depositing User: Subhajit Bhattacharjee
Date Deposited: 29 Dec 2023 10:06
Last Modified: 29 Dec 2023 10:06
Official URL:


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