Margarita Išoraitė

Type of the article: Research Article

Abstract
The growing relevance of innovations in green logistics and green marketing is transforming the business models of the transport sector. Modern technologies now enable continuous vehicle condition monitoring and cargo tracking, improving both safety and operational efficiency. Sustainability considerations further drive the optimization of logistics processes. The implementation of innovative solutions, such as green logistics and green marketing practices, contributes to these objectives and supports environmental protection. The purpose of this article is to evaluate the impact of innovation on green marketing and green logistics. A literature review was conducted to identify the main theoretical and empirical approaches in this field. At the same time, a multi-criteria method was applied to assess the influence of technological development on the marketing strategies of transport companies. The findings indicate that innovations, particularly in green electric vehicles, significantly influence green logistics and marketing strategies. The analysis highlights strong interconnections between innovation adoption, green logistics, and sustainable marketing practices. The most critical criteria identified include the perceived benefits of green options and brand value. The results can serve as a foundation for developing comprehensive green strategies and implementing sustainable logistics practices. The study emphasizes that adopting green strategies in cooperation and logistics processes reduces operating costs, improves customer service quality, and accelerates logistics operations.

Type of the article: Research Article

Abstract
The rapid digitalization of logistics and transport sectors under the Industry 4.0 paradigm has reshaped operational models, workforce requirements, and managerial decision-making. Understanding how professionals perceive these technological changes and what competencies they prioritize is vital for effective adaptation. This study aims to assess the level of Industry 4.0 awareness and identify key training needs among logistics and transport professionals. A quantitative survey was conducted in Vilnius, Lithuania, in January 2025 with 172 respondents from logistics (56%) and transport (44%) sectors. The survey covered four thematic areas: demographic profile, perception of Industry 4.0 components, perceived benefits and barriers, and training priorities. Descriptive and inferential statistics were used to analyze the data. Results show that 58.2% of respondents view Industry 4.0 as an integrated ecosystem of technologies, with software (13.9%) and Internet technologies (11.1%) most often cited as individual elements. Key training priorities include cybersecurity (80%), augmented/virtual reality (75%), and 3D printing (72.1%). High maintenance costs (26.4%) and implementation complexity (16.7%) were identified as the main obstacles to adoption. The findings show that although professionals recognize the transformative potential of Industry 4.0, significant skill and resource gaps persist. Closer collaboration between academia, policymakers, and industry is needed to address these gaps and prepare the workforce for a human-centered transition toward Industry 5.0.