Abstract

This paper adopts a multi-level perspective to investigate how the green transformation can “piggyback” on the digital transformation. It delves into the concept of 'green digital transformation' and identifies factors driving this transformation. Through an interpretative case study, the research uncovers driving factors at macro, meso, and micro levels, emphasizing the need for collaboration across the value chain. The study showcases how digital technology, such as artificial intelligence, aids in overcoming challenges, ultimately allowing organizations to lower their environmental footprint. This research enhances our understanding of how the digital transformation can act as a catalyst for green transformation processes, utilizing digital transformation concepts and empirical examples. The concept of piggybacking introduced to showcase how the green transformation can capitalize on pre-existing resources, technologies, and strategies developed for digital transformation to achieve sustainability goals more effectively and efficiently.

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