Unlocking Innovation: Drivers and Barriers to Blockchain Adoption in a Sustainability-Driven Economy

This thesis investigates the organisational adoption of blockchain technology within sustainability-oriented contexts. The main objective is to explore how decision-makers perceive blockchain in relation to environmental, social, and governance (ESG) goals, and to identify the drivers and barriers influencing its implementation. The research adopts a qualitative design, using semi-structured interviews with senior professionals from five organisations across diverse sectors. Drawing on the Technology Acceptance Model and Innovation Resistance Theory, the study analyses how perceived usefulness, ease of integration, and sustainability alignment shape adoption decisions, while also uncovering forms of passive organisational resistance. The findings reveal that blockchain adoption is more likely in organisations with a strong ESG orientation, where it is seen as a tool for transparency, traceability, and accountability. Key enablers include strategic fit and external support, while major barriers include technical complexity, cultural misalignment, and lack of internal advocacy. The study concludes that blockchain is not adopted based solely on technical merit, but through an interpretive process shaped by organisational values, narratives, and strategic readiness. The results offer practical insights for managers evaluating blockchain in sustainability initiatives, and contribute to academic understanding of how emerging technologies are framed, accepted, or resisted within contemporary organisations.