Impact of Green IoT on Environmental Performance: The Role of Data‐Driven Decision‐Making, Waste Management, and Regulatory Pressure

ABSTRACT This study investigates the role of Green Internet of Things (Green IoT) technologies in enhancing firms' environmental performance within the hospitality industry, with a focus on the mediating effects of data‐driven decision‐making and zero‐waste management, and the moderating role of regulatory pressure. Drawing on the natural resource‐based view (NRBV) and institutional theory, the research develops and tests a comprehensive model using survey data from hospitality managers ( N = 465) in Florida, USA. The findings reveal that Green IoT significantly improves data‐driven decision‐making and zero‐waste management, both of which contribute positively to firms' environmental performance. However, data‐driven decision‐making's direct impact on firms' environmental performance is limited, suggesting that its value is realized primarily through sustainability initiatives such as zero‐waste management. Regulatory pressure strengthens the relationships between Green IoT, zero‐waste management, and firms' environmental performance, underscoring the role of institutional forces in facilitating green innovation. The results make significant theoretical contributions to the smart sustainability literature and provide practical insights for hospitality managers.