Purpose: In this digital age, the rapid technological innovation and adoption, with the increasing use of big data analytics, has raised concerns about the ability of small and medium enterprises (SMEs) to sustain the competition and innovation performance (IP). To narrow the research gap, this paper investigates the role of big data analytics capability (BDAC) in moderating the relationship between digital innovation (DI) and SME innovation performance.Design/methodology/approach: This research has been carried forward through a detailed theory and literature analysis. Data were analyzed through confirmatory factor analysis and structural equation models using a two-stage approach in smartPLS-4.Findings: Results highlight that digital service capability (DSC) significantly mediates the relationship between DI and IP. Additionally, value co-creation (VCC) directly affects digital transformation (DT), while DI has a stronger effect on DSC than IP. Furthermore, BDAC significantly moderates the relation between DSC → IP and DT → IP, whereas it has a detrimental effect on the relation between DI and IP. In addition to that, VCC, DSC, DT, DI and BDAC have a direct, significant and positive effect on IP.Practical implications: This research was motivated by the practical relevance of supporting SMEs in adopting DT and the resource-based view (RBV) and technology acceptance model (TAM). This study shows that all direct and indirect measures significantly affect innovation performance, including BDAC as moderator. These findings refresh the perspective on what DT, DI, VCC, DSC and BDAC can bring to a firm's innovation performance.Originality/value: This paper has contributed to DT by empirically validating a theoretical argument that suggests the acceptance and adoption of new technology. This paper aims to fill theoretical gaps in understanding BDAC and DT by incorporating the RBV and TAM theories on BDAC and DT.

Background This study aims to empirically test a comprehensive interrelationship between green supply chain management (GSCM), green technology innovation (GTI), waste management (WM), big data analytics capability powered by artificial intelligence (BDAC-AI), and their collective impact on sustainable performance (SP) in organizational contexts. Methods This study was conducted in Pakistan’s food processing sector. The respondents included 495 managers working in the food processing industry. A structural equation modelling (SEM) approach is used to examine direct and indirect relationships between the variables. The originality of this study lies in integration of the technology acceptance model (TAM) and dynamic capability theory (DCT) to understand sustainable practices in the context of the provided model. Results This study highlights that GSCM, GTI, WM, and BDAC-AI have positive, strong, and direct impacts on SP. Furthermore, GTI and WM only partially mediate the link between GSCM and SP, whereas the two moderate the link. In addition, BDAC-AI had a moderating effect on the relationship between GTI and SP. This study has managerial implications, including strategies that involve the use of theoretical frameworks for technological acceptance and dynamic capabilities to support sustainable initiatives. However, it is worth noting that the findings provide a practical contingency for managers and businesses interested in implementing green studies effectively, improving technologies, and strengthening sustainable performance capabilities. Conclusions The study extends the literature by establishing a model for operationalizing GSCM in the food processing sector. Furthermore, it adds value in that it first integrates TAM and DCT to explain sustainable operations and their impact on organizations. Furthermore, it extends the existing literature by establishing a relationship between GSCM and SC. It offers a model through which GSCM can be operationalized in the context of the FS sector.

Background Sustainability in small and medium-sized enterprises (SMEs) which engage heavily in manufacturing provides them with an essential platform for implementing environmental strategy, which is aimed at reducing environmental damage and promoting environmental protection. This study aims to examine the impact of the reduction in resource use, the greening of processes and products on environmental strategy and the mediating role of green employee behaviour. Methods Primary data gathered with the help of questionnaires from employees of SMEs manufacturing in developing countries, Pakistan. The research gathered data from 211 participants by applying a pre-tested instrumental questionnaire and structural equation modelling (SEM) for data analysis. Results The results confirmed all direct effects, including a reduction in resource use, the greening of processes and products and green employee behaviour of environmental strategies in small and medium manufacturing firms. Also, confirmed partial mediation effect of green employee behavior between greening of processes and products and environmental strategy. Conclusion The current study clearly showed the need for programs and infrastructures that support resource reduction and greening businesses in SMEs. Companies’ implementation of green processes and technologies allows SMEs to take an environmentally responsible stand and become part of the movement toward sustainability. The research stresses the importance of green employee conduct as a mediator, the central point being the individual employee being engaged and aware of the subject and willing to participate in environmentally friendly practices. Therefore, small and medium enterprises should enlighten their staff to practice green behaviour, give them what they need and empower them to be change drivers that will trigger sustainability throughout the organisations.

Objectives: The objective of this study was to examine the impact of organizational green culture (OGC) on green innovation (GI) and sustainable entrepreneurship practices (SEP), which collectively enhance green performance (GP) in Pakistani food chain sector small and medium enterprises (SMEs). This research investigates how green innovation and sustainable entrepreneurship practices mediate each other towards achieving better green performance. Method: The authors chose deductive quantitative research along with Google Forms-based online surveys to gather data from 239 SMEs using convenience sampling. Structural equation modeling through SmartPLS detected all relationship effects between constructs within the research model. Findings: The study confirms that organizational green culture leads to increased GI and SEP, which in turn contributes to enhanced GP, while SEP operates as the essential mediator between OGC and GP in establishing how cultural values become sustainable practices and environmental improvements. The research merges OGC and innovation aspects with sustainability practices and demonstrates their effects on SMEs through empirical research. Novelty: The research uncovers SEP as a key connection between green culture and performance, which provides business solutions for SMEs that want to merge cultural elements with innovative approaches for sustainability. The research explores green entrepreneurship within emerging markets by demonstrating that developing an organizational green culture leads to creative processes that create sustainable outcomes that enhance environmental results. The paper makes an exceptional contribution by examining two distinct mediators: green innovation and sustainable entrepreneurship practices.