## 5 Results  
Contrary to our predictions, our results show that carrier drivers and owner-operators have similar preferences for 14 out of the 24 sustainable technologies we assessed. This result provides empirical support for the conclusion that organizational buying and individual buying behavior have become more similar [20; 21]. At the same time, we found significant differences between these groups in only a few areas. The results add to our understanding of the differences between carriers and owner-operators [62]. With regard to comfort technologies, our results show that owner-operators (\(\mu=0.12\)) have a significantly (\(p<0.05\)) higher preference than carrier drivers (\(\mu=0.07\)), specifically for three out of the eight items in this dimension: interior environment (\(p<0.05\)), noise reduction (\(p<0.10\)), and interior design (\(p<0.01\)). This finding supports H1a and is consistent with our expectation that owner-operators care more about comfort technologies such as spacious cabins and cozy and quiet interior environments that improve their quality of life on the road. This is consistent with recent research conclusions [62]. With regard to the safety dimension, our results reveal that there is no significant (\(p>0.10\)) difference between carrier drivers (\(\mu=-0.18\)) and owner-operators (\(\mu=-0.20\)) on any of the items; thus, rejecting H1b. We expect owner-operators to be highly concerned about safety features, but profit-maximizing firms may also invest in safety technologies for various reasons, including enhancement of their reputation, which could increase revenue, and reduce administrative costs and costs associated with crashes. Poor safety performance also has negative consequences in terms of higher insurance costs, financial liabilities to the victims of accidents, and loss of corporate goodwill [75]. In such a highly competitive industry with narrow profit margins, any loss stemming from safety deficiencies can have an enormous impact on firms' operations for both carriers and owner-operators. As a result, neither group dares to take the risk of compromising on safety measures. The study findings add to existing research in the importance of emerging safety technologies [5; 7; 15]. As we expected, owner-operators care more about image than carrier drivers do (\(p<0.05\)), but both groups seem to have the same preferences with regard to quality (\(p>0.10\)). However, in terms of overall quality and image, the data indicate that there is no significant difference (\(p>0.10\)) between owner-operators (\(\mu=0.23\)) and carrier drivers (\(\mu=0.28\)); thus, rejecting H1c. We know that purchase decisions in organizations are made by decision-making units, which usually involve many individuals from different functions within the organization [20], whereas owner-operators, unlike purchasing professionals, also shop for social and recreational reasons. As a result, owner-operators may be more willing to pay a higher price for or select trucks with a better image. Because they lack the professional knowledge necessary to judge the intrinsic attributes of the product, owner-operators may view product image as an indication of quality and reliability. The similar preference between owner-operators and carrier drivers for quality attributes may be a result of overall improvements in truck quality. With the introduction of advanced sustainable technology and manufacturing and management skills, the quality of trucks produced is likely very similar across manufacturers and is, thus, not a primary concern for either owner-operators or carriers [14; 25; 33]. We observe that, although they show differences on three items, carrier drivers and owner-operators exhibit no significant difference in preferences on the overall information dimension (\(p>0.10\)); thus, rejecting H2a. However, their preferences for information vary, which is in line with TCE.