Hala Hmamed, Anass Cherrafi, Alireza Shokri, Jose Arturo Garza‐Reyes, Monika Foster
ABSTRACT In response to global efforts to promote sustainability and combat climate change, industries increasingly leverage digital technologies to enhance organizational capabilities and adopt low‐carbon practices. This study focuses on the automotive manufacturing industry in Morocco, a critical sector in emerging economies, where low‐carbon technologies offer significant potential to reduce environmental impacts while driving economic growth. Addressing a crucial gap in the literature, this research investigates barriers to adopting these technologies through an empirical analysis involving 170 respondents. Using exploratory factor analysis, analytic hierarchy process, and decision‐making trial and evaluation laboratory, the study identifies and prioritizes barriers such as financial constraints, technological limitations, sociocultural dynamics, regulatory challenges, and market competition. The findings emphasize enhancing organizational capabilities and fostering collaborative stakeholder efforts. Practical recommendations are provided for policymakers and industry leaders to create enabling environments that support sustainable practices and advance global sustainability objectives in developing countries and beyond.