The relationship between big data analytics and green supply chain management by looking at the role of environmental orientation: Evidence from emerging economy

Academics and practitioners have become more interested in big data analytics (BDA) in recent years. There have been few empirical studies on the relationship between BDA and green supply chain management (GSCM), as well as the importance of environmental orientation (EO). A total of 128 responses from Jordanian industrial businesses were evaluated using the structural equation modeling method. The BDA, EO has a favorable and significant relationship with external and internal GSCM, according to the findings of this study. Furthermore, EO serves as a mediator between BDA and the external, and internal GSCM. The findings provide managerial insight into how to use BDA to establish a proactive environmental policy that covers all GSCM activities.