“…This issue is relevant because the green initiatives adoption by companies operating in this industry could play a pivotal role towards the achievement of environmental sustainability strategies affecting the entire supply chain (Brockhaus, Kersten, & Knemeyer, ; Dhakal, Smith, & Newbery, ; Laari, Töyli, & Ojala, ; Reinerth, Busse, & Wagner, ; Schnittfeld & Busch, ; Waller, Fawcett, & Johnson, ). In addition, in the literature, there is a variety of definitions of green initiatives that converge into two main definitions according to an organisational and a technological perspective: (a) green initiatives as green practices supporting the green aims through organisational methods or techniques, for example, eco‐driving, empty running reduction, full vehicle loading, and routing techniques to minimise travel distances (Lieb & Lieb, ; Perotti, Zorzini, Cagno, & Micheli, ; Pieters, Glockner, Omta, & Weijers, ); (b) green initiatives as information systems supporting the green practices, for example, emissions control systems and real‐time locating systems (Iacob, Van Sinderen, Steenwijk, & Verkroost, ; Loebbecke & Powell, ).…”