It takes two to tango: sustainable orientation and technology congruence in achieving sustainable shipping performance

Current research in sustainable shipping mainly focuses on the separate effects of sustainable orientation (SO) and sustainable technology (ST) on performance. However, little attention has been paid to the congruence between SO and ST, despite the maritime sector’s rapid digitalisation and tightening sustainability regulations. This study applies task–technology fit theory and ethical leadership theory to examine how the degree and type of SO–ST congruence influences sustainable shipping performance (SSP), and whether ethical leadership (EL) strengthens this relationship. Using survey data from 204 shipping companies, polynomial regression and response surface analysis show that congruence, especially at high–high levels, leads to higher SSP. The positive effect of congruence is stronger in firms with higher EL. The findings provide timely insights for shipping firms facing the twin challenges of digital transformation and environmental governance, showing how coordinated strategic and technological investments can support the sustainability goals.