Green strategy (GS) is indispensable for achieving sustainability, yet its strategic heterogeneity remains underexplored. This study examines how exploratory, exploitative, and ambidextrous GS influence sustainable performance through the mediating role of green operational practices (GOP) and the moderating effect of big data application (BDA). Data analysis of 213 Chinese manufacturing firms reveal that exploratory and exploitative GS improve sustainable performance, whereas ambidextrous GS exerts negative or insignificant effects. Moreover, GOP differentially mediates these strategic impacts. BDA moderates the relationship between GOP and sustainable performance, but with varying patterns across different performance dimensions. The implications for theory and practice are discussed.
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Jiao et al. (2026) studied this question.
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