Green logistics plays a pivotal role in advancing sustainable supply chains, yet its uptake in emerging economies remains uneven. This study explores the determinants of green logistics adoption among manufacturing enterprises in Thai Nguyen province, Vietnam, a growing industrial hub with strong foreign investment and increasing sustainability commitments. Drawing upon the Theory of Planned Behavior (TPB) and the Technology – Organization – Environment (TOE) framework, the research model tests the effects of environmental–social awareness (ENV), external pressure (EXT), cost-effectiveness perception (ECO), internal capabilities (INT), and technological infrastructure (TEC) on the adoption of green logistics (USE). Survey data were collected from 30 enterprises (60 valid responses) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that ENV, ECO, EXT, and TEC exert significant positive impacts on USE, while INT shows no significant effect. Moreover, EXT also indirectly affects USE through ENV, highlighting a partial mediation mechanism. The model explains 63.8% of the variance in green logistics adoption, demonstrating substantial explanatory power. These findings theoretically validate the integration of TPB and TOE in a provincial manufacturing context, while practically suggesting that raising environmental awareness, enhancing perceptions of cost-effectiveness, strengthening technological infrastructure, and leveraging institutional pressures are crucial levers to accelerate green logistics adoption in emerging economies.
