Consumer-based Triggers or Organizational Green Culture? Exploring Company’s adoption of Multi-sided Platforms as a Retail strategy

The retail sector is undergoing major changes due to the proliferation of Multi-sided Platforms. Several studies have explored the potential of these new online shopping channels highlighting their innovative aspects. However, there is a lack of studies identifying firms' motivations to integrate this retail channel into their business. Through an in-depth study of consumer-based triggers and internal company culture, this study aims to identify the levers that favor the adoption of Multi-sided Platforms in manufacturing companies. Following the Diffusion of Innovation theory, the research identified consumers' green expectations, products quality, and customers’ involvement as external drivers for Multi-sided Platform adoption. Moreover, internal green supply chain management represent organizational green culture. Through the fsQCA method, the study shows 4 sets of combinations that extend the research on Multi-sided Platforms in retail and the motivations underlying the success of these online sales channels.