Big data analytics-artificial intelligence and sustainable performance through green supply chain practices in manufacturing firms of a developing country

Purpose This study aims to examine the role of big data analytics (BDA) powered by artificial intelligence (AI) in improving sustainable performance (SP) through green supply chain collaboration (GSCC), sustainable manufacturing (SM) and environmental process integration (EPI). Design/methodology/approach Data was collected from 249 supply chain professionals working at various manufacturing firms, and hypotheses were tested through a quantitative method using PLS-SEM with the help of SmartPLS version 4 to validate the measurement model. Findings This study identified that BDA-AI significantly and positively affects GSCC, SM and EPI. Similarly, the results showed that GSCC significantly and positively affects…