مونا عابدینی

Paper industry is one of the key sectors in Iran. Similar to other industries, it requires the adoption of electronic facilities—particularly e-commerce—in order to achieve growth and progress. The present study aimed at identifying the barriers to implementing e-commerce in Iran’s paper industry. From a methodological standpoint, this research study is exploratory in nature and employs a qualitative approach. Initially, the theoretical foundations of barriers to implementing e-commerce in Iran’s paper industry were examined. Subsequently, semi-structured interviews were conducted with 10 experts and professionals engaged in paper-related industries and electronic commerce in Tehran, each with over five years of relevant experience. Following a content validity assessment by experts, a questionnaire was developed using the Delphi technique. After conducting three iterative rounds and achieving expert consensus, the barriers were classified into five categories of regulatory and institutional barriers, financial and infrastructural barriers, organizational and managerial barriers, cultural and behavioral barriers, and technological and operational barriers. Data analysis revealed a total of 46 barriers to e-commerce implementation in Iran’s paper industry. Theoretically, this study enriches the literature on e-commerce adoption barriers in developing economies by providing a sector-specific model, while practically it offers policymakers and industry managers actionable strategies to overcome the structural, behavioral, and contextual challenges in Iran’s paper industry.