Abstract:
The study examines how digital technologies such as Digital Technologies Block Chain (BC), Internet of Things (IoT), Artificial Intelligence (AI) influences Sustainable Supply Chain Performance (SSCP) mediated by Big Data Analytics (BDA). The study aims to investigate how digital transformation leads to sustainability outcomes in the beverages industry of Pakistan, a developing economy context. Using a quantitative and cross-sectional research design, data was collected from a sample of 217 supply chain professionals working in beverage manufacturing and distribution firms across Pakistan during the year 2024-2025. Data will be analyzed via Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed direct and indirect relationships. The findings suggest that technological inputs enhance adoption of big data analytics, in particular we find that blockchain, IoT and Artificial Intelligence have positive effects on BDA. Also, Sustainable Supply Chain Performance is significantly enhanced by Big Data Analytics with regards to environmental, social, and economic performance objectives. The mediation analysis results show that Big Data Analytics partially mediates the relationship between digital technologies and SSCP; in other words, sustainability benefits arise mainly through the analytics-driven decision-making process. Integrating digital technologies with strong analytics capabilities can help improve supply chain sustainability, suggest the findings. Policy maker should promote digital infrastructure and skill in analytics to promote sustainable supply chain practices in developing economies.
