Green logistics awareness and sustainable practice adoption in African logistics firms

Abstract The logistics sector plays a critical role in global supply chains but remains a major contributor to greenhouse gas emissions, with its environmental impact becoming increasingly visible in developing economies. In spite of the increased research attention to green logistics, the available literature is mostly based on developed economies, and the few studies on Africa put environmental awareness as an obviously significant phenomenon without critically analyzing its explanatory role or conditions under which it can be translated into practice adoption. Basing on an integrated theoretical model combining the Theory of Planned Behaviour (TPB) and the Institutional Theory, this study aimed to assess green logistics awareness and its relationship with the adoption of sustainable practices among logistics firms in Ghana and South Africa. Using a correlational research design, data were collected from 285 logistics firms across four key sectors (logistics services, freight forwarding, transportation, and warehousing) through a structured, validated questionnaire measuring environmental awareness and adoption of green logistics practices. Statistical analyses included independent samples t-tests and multiple regression to test hypotheses. The findings revealed moderate to high levels of green logistics awareness in both countries, with South African firms consistently scoring higher, particularly in regulatory knowledge and environmental impact understanding. Independent samples t-test results confirmed a significant difference in awareness levels between the two countries. Regression analysis demonstrated a strong positive relationship between green logistics awareness and adoption practices, with firm size and years of operation also positively influencing adoption. The study extends the applicability of TPB and Institutional Theory in African logistics contexts by providing empirical evidence on how the awareness-adoption relationship is affected by institutional context in resource constrained contexts. The results provide policy-specific suggestions to policymakers, industry participants, and researchers interested in learning about sustainability transitions in emerging economies. The study concludes by recommending targeted training, regulatory support, and financial incentives to bridge the awareness-adoption gap and accelerate green logistics development across the continent.