Strengthening green competitive advantage through organizational learning and green marketing capabilities in a big data environment: a moderated-mediation model

Purpose Big data capabilities have the potential to completely transform conventional methods of doing business. Nevertheless, the role of big data capabilities in fostering green marketing capabilities and improving green competitive advantage is still not fully understood. To add new knowledge, this paper aims to propose a moderated mediation model to strengthen green competitive advantage in a big data environment. The model introduces both the mediating role of green marketing capabilities and the moderating role of big data capabilities. We developed and empirically tested a moderated mediation model. Design/methodology/approach In this study, we have adopted a survey-based methodology. The study collected data from 337 managers and empirically analyzed it to test the theoretical model of moderated mediation. We employed structural equation modeling for empirical analysis. Findings The findings revealed that organizational learning improves green marketing capabilities, whereas the relationship between organizational learning and green competitive advantage is insignificant. The mediating role of green marketing capabilities in the relationship between organizational learning and green competitive advantage was statistically significant, indicating that green marketing capabilities serve as a bridge between organizational learning and green competitive advantage. Big data capabilities moderate the relationship between organizational learning and green marketing capabilities. The moderated mediation was also significant, highlighting that big data capabilities further strengthen the indirect effects of organizational learning on green competitive advantage via green marketing capabilities. Originality/value This paper delivers theoretical and practical understandings of the importance of organizational learning and big data capabilities. Similarly, it extends current knowledge and provides key insights for managerial decision-making.