The main aim of the research is to develop the conceptual framework for green practices adoption by small and medium sized logistics firms in Malaysia and hence study the accelerators and impediments to the adoption and diffusion of green practices in the industry. A lack of understanding of the proper adoption framework may impede the rapid development of green implementation in Malaysian logistics firms. The authors examine the existing empirical studies in technology adoption research relating to green adoption at the organizational level. In most of the studies, factors influencing technology adoption the Technology Organization Environment Model (TOE) framework are used. The combination of Innovation Diffusion Theory (IDT) in the technological context and Thong’s SME model make the proposed model more suitable for investigating the factors that influence innovation adoption in the logistics industry. A summary and conclusion along with research contribution, limitations, and the direction for future research are also presented in this paper.