Augmented reality (AR) technology is a computer-generated object that allows users to enrich the experience of products virtually with graphics, images, etc. Due to a lack of studies in developing countries like Malaysia, more studies are necessary to understand the pressing factors of diffusing AR technology for the flourishing retail industry. This research aimed to explore the factors affecting the adoption of AR technology in the retail sector through an extension of the technology acceptance model (TAM). The conceptual model was developed based on additional open-innovation-related constructs to the existing TAM constructs. To test the model, data were collected from 233 retail stores in Malaysia using a structured questionnaire survey. The PLS-based structural equation modeling technique was used to analyze the data. The empirical results confirmed that, except for external support and trading partner pressure, other factors, including perceived usefulness, attitude, competitive pressure, customer pressure, perceived cost, and technological knowledge have significant influences on the intention to use AR technology in retail stores. The attitude mediates the relationship between perceived usefulness and behavioral intention and the relationship between self-efficacy and behavioral intention. As operating cost was a critical factor, managers are advised to deliver various packages of after-sales services and free installation charges to curb expenses. This study improved TAM by offering a comprehensive model with cognitive and open innovation factors and provided suggestions for retail stores when they attempt to adopt AR technology to develop an open business model.

The purpose of this study is to integrate the Diffusion of Innovation (DOI) theory and Technology, Organization and Environment (TOE) theory to examine the factors that affect the adoption of green supply chain management (GSCM) practices among SMEs in Malaysia. Twelve hypotheses were developed based on the integrating theories in technology adoption context. In this study, data were collected through questionnaire survey on the SMEs in Klang Valley Malaysia. A total of 298 responses were analyzed. The regression analysis method was used to test the hypothetical relationships among technological, organizational and environmental factors and SMEs’ intention to adopt GSCM practices. Research findings show that perceived relative advantage, perceived cost, top management support, complexity, compatibility, firms size, customer pressure, regulatory pressure and the quality of human resources are statistically significant factors influencing GSCM adoption among SMEs in Malaysia. However, observability and governmental support do not have significant effects on GSCM adoption intention. According to research findings, some implications which are valuable to academics and practitioners are also addressed. This study can serve as a guideline for successful implementation of GSCM among the SMEs in an emerging country.

In the fourth industrial revolution age, digital transformation is crucial to the sustainable development of small- and medium-sized businesses (SMEs). This study suggests a hierarchical model based on the Technology–Organization–Environment (TOE) model with three main dimensions and nine sub-dimensions for SMEs that implemented digital transformation in the emerging economy. The fuzzy analytic hierarchical process methodology (Fuzzy AHP) was used to explore and rank determinants of the digital transformation adoption for SMEs. Data were collected by the questionnaires from 72 respondents, who were the leaders of SMEs in Vietnam. The results revealed that the environmental factor was ranked the most important factor in the pairwise comparisons of the hierarchical structure, and the sub-dimension of the customer experience was at the highest ranking of the relative pairwise comparisons of the digital transformation adoption for SMEs, followed by technological compatibility, government support, organizational support, and human resources. This research makes contributions to the topic of digital transformation from both theoretical and practical implications. The result stresses the critical significance of environmental factors in the successful adoption of digital technologies in SMEs, which adds to the perspective in the context of a growing nation.

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.