The impact of big data-artificial intelligence on sustainable performance considering the mediating role of green supply chain practices

The objective of this research is to explore the influence of big data artificial intelligence (AI) on sustainable performance, taking into account the mediating effect of green supply chain management (GSCM) practices. This research is quantitative and descriptive in nature, as it delineates the characteristics of the variables involved. Additionally, this study is correlational since it investigates the interrelations among the variables. A sample of 80 employees was examined through a standard questionnaire. The data gathered were analyzed employing the structural equation modeling (SEM) technique along with its associated software, partial least squares (PLS). The findings of this research revealed that GSCM practices serve as a mediator in the relationship between big data-AI and sustainable performance. Furthermore, the results demonstrated that big data-AI significantly influences GSCM practices, and they also corroborated our hypothesis that both big data-AI and GSCM practices exert a significant effect on sustainable performance.