Greening the supply chain: Institutional pressures, data‐driven innovations, and the road to circular sustainability

Abstract This study explores the association among institutional pressure (IP), green innovations (GIs), green supply chain practices (GSCPs), and circular supply chain performance (CSCP) and the moderating role of big data analytics capability (BDAC) in the manufacturing sector. First, it aims to examine how IPs act as triggers of GIs in different aspects of business and reciprocal impact these innovations have on CSCP and GSCP. This study contributes to existing literature by exploring the significance of BDAC as a moderator in GIs–GSCP relationship, providing new understandings about technology relating issues on sustainable business practices. The researchers used partial least squares‐structural equation modeling (PLS‐SEM) to validate the constructs and hypotheses in a survey of 322 executives from different industries in India. The findings indicate that IP is a significant driver of business to GI, which in turn makes a considerable contribution to the establishment and improvement of GSCP. The study also exposed the differential moderation of BDAC on different types of GIs influencing GSCP. The fact that GSCP is instrumental in influencing the development of CSCP illustrates the integrated nature of sustainability practices in the supply chain domain. The empirical evidence provided by this study contributes to the literate of institutional theory especially as it relates to sustainability. It also enhances the existing knowledge by clarifying the sophisticated effect of big data analytics on GSCPs. This comprehensive approach gives a deeper view, especially in the manufacturing sector, which helps to develop more specific strategies of supply chain sustainability advancement.