The Interplay of Green Logistics, E-Commerce, and Smart Technologies on Firm Competitiveness: A Multi-Mediation Analysis of Operational Efficiency, and Customer Retention

Abstract

This study examined how green logistics adoption, e-commerce capability, and smart logistics technologies relate to firm competitiveness through the mediating roles of operational efficiency and customer retention among logistics and e-commerce firms in the Philippines. It was anchored on the Resource-Based View, Dynamic Capabilities Theory, and Stakeholder Theory. A quantitative, cross-sectional survey design was employed using a researcher-developed structured questionnaire adapted from validated measures and administered to managers, executives, supervisors, and organizational decision-makers with relevant logistics, e-commerce, sustainability, and technology experience. Purposive sampling with organizational stratification was used, while data were analyzed using descriptive statistics, Spearman's rank-order correlation, and Partial Least Squares Structural Equation Modeling (PLS-SEM). Results showed high levels of green logistics adoption, smart logistics technology utilization, customer retention, and very high operational efficiency and perceived firm competitiveness, while e-commerce capability demonstrated comparatively moderate digital integration. All constructs were positively and significantly associated with firm competitiveness at the bivariate level. However, green logistics, e-commerce capability, and smart logistics technologies did not demonstrate statistically significant direct effects on competitiveness in the structural model. Instead, their contributions were primarily realized through customer retention and operational efficiency, with operational efficiency emerging as the strongest immediate predictor of competitiveness. Significant indirect and sequential mediation pathways further demonstrated that sustainability, digital, and technological capabilities generate competitive value when translated into improved customer relationships and operational performance. The study recommends strengthening operational efficiency, customer retention, digital system integration, measurable green logistics practices, strategic technology adoption, employee capability development, and institutional support for logistics modernization. The study primarily supports SDG 9: Industry, Innovation and Infrastructure, SDG 12: Responsible Consumption and Production, and SDG 13: Climate Action through its emphasis on digital logistics innovation, resource efficiency, sustainable logistics practices, and reduced environmental impacts. Its sustainability impact extends to environmental, technological, socio-economic, institutional, and organizational sustainability by supporting more efficient, resilient, digitally enabled, and environmentally responsible logistics operations in the Philippines.