Post-COVID-19's impact on green supply chain management and sustainable E-commerce performance: the moderating role of big data analytics.

This study investigates the relationship between COVID-19 and the adoption of green supply chain management practices (GSCM) in the Pakistani e-commerce industry. It also assesses the impact of these practices on ecological sustainability across three dimensions and explores the role of big data analytics (BDA) in enhancing them after the pandemic. The research utilized partial least squares structural equation modeling to evaluate data and test hypotheses. The research sample was composed of 390 managers operating within Pakistan's e-commerce industry. The study's preliminary findings reveal that COVID-19 has positively influenced the adoption of GSCM practices, which are moderated by BDA. Implementing GSCM has a positive impact on the perceived environmental and social resilience of e-commerce enterprises, but no significant effect on their perceived economic resilience. Additionally, GSCM acts as a mediator in the relationship between the impact of COVID-19 and the perceived environmental and social resilience of e-commerce firms, but not for economic resilience. This research focuses on Pakistan's e-commerce industry and investigates how COVID-19 affects the adoption of eco-friendly supply chain practices. It measures the impact of these practices on ecological sustainability using three dimensions. The study also examines how BDA can improve the adoption of GSCM in e-commerce, offering new insights into sustainability during and post-pandemic. The results recommend that the e-commerce industry can use BDA and GSCM practices to improve e-commerce sustainable performance. This is initial research that integrates COVID-19 impact, BDA, GSCM practices, and e-commerce sustainability in a single framework that was overlooked previously.