The study focuses on the employees’ behavioral intentions towards the usage of disruptive technology in the industry. The digital technology application in consumer, retail, and hospitality, education and training, financial services, the health sector, infrastructure, government, and airports. The study objectives were to explore the possible adoption of innovation and creativity changes and their acceptance by the employees in the organization. To identify the variables impacting behavioral intention and analyze how these variables relate to perceived usefulness, attitude, perceived ease of use, facilitating conditions, and technology optimism. A structured questionnaire was used to collect data from 335 respondents, who were selected based on their relevance to the study objectives. The questionnaires were distributed through the Google Forms application, and the data were collected and analyzed periodically. The findings of the study provide valuable insights into the behavioral intention towards disruptive technologies in Kuala Lumpur and Putrajaya locations in Malaysia and highlight the significance of factors such as perceived usefulness, attitude, perceived ease of use, facilitating conditions, and technology optimism. The research contributes to the existing body of knowledge on Industry 4.0 by providing empirical evidence and practical implications for organizations seeking to leverage disruptive technologies in their operations management.

This study explored the relationships between green market orientation and competitive advantage, with a particular focus on the mediating role of green sustainable innovation. The research utilized a structured questionnaire to gather data from managers involved in environmental protection and professionals working in the manufacturing sectors of computers, electronics, optical products, and electrical equipment. The survey targeted respondents from key regions in Saudi Arabia, including Riyadh, Qassim, and the Eastern Province, resulting in a total of 273 responses. The collected data were analyzed using structural equation modeling (SEM), a robust statistical technique that allows for the examination of complex relationships between variables. The findings confirmed a mediational model where green sustainable innovation—comprising both green product and green process innovation—served as a critical intermediary linking green market orientation to competitive advantage. Furthermore, the study validated direct effects of green market orientation on both green sustainable innovation and competitive advantage. These results emphasize the dual pathways through which green market orientation influences business performance. The research concludes by offering actionable insights for Saudi managers, highlighting strategies to maximize profitability and competitiveness through the adoption and implementation of green sustainable innovation practices.