Although the global green supply chain management (GSCM) practice has attracted considerable scholarly attention, its efficacy for environmental management systems (EMS) and market competitiveness during Covid-19 has not been fully capitalized. Therefore, the existing literature indicates that the important link between GSCM, EMS, and market competitiveness is missing as supply management is crucial to maintaining market competitiveness. To fill this research gap, the current study examines whether EMS affects the relationship between GSCM practices and market competitiveness. We also propose the moderating role of big data analytics and artificial intelligence (BDA-AI) and environmental visibility on these associations from a Covid-19 perspective. We tested a proposed model using the primary data (N = 283) from regression-based structural equation modeling (SEM). The results provide empirical support for the impact of GSCM on ESM and market competitiveness. Furthermore, the results show that BDA-AI and environmental visibility strengthen the positive relationship between GSCM-EMS and EMS and market competitiveness, respectively. Current research provides thoughtful insights for supply chain practitioners, policymakers, managers, and academics that organizations should opt for formal EMS, BDA-AI, and environmental visibility to achieve market competitiveness, even in times of crisis such as Covid-19.
International organizations may seek to gain a competitive advantage through sustainable development, such as introducing innovation in production, improving environmental protection procedures to comply with international regulations (e.g., ISO-14001 certification 2020), increasing green marketing, agile systems, eco-friendly environmental policies to address customers’ concerns to environmental issues, and minimizing the environmental impact of production and service activities . The waves of megatrends such as globalization, digital technologies, environmental sustainability issues, stakeholder relations are pushing organizations into an era of uncertainty rather than competition . However, the organizational environment may become volatile, especially during an unpredictable event such as Covid-19, which was declared a pandemic in March 2020 and sparked uncertainty and panic across the globe . Small and medium enterprises (SMEs) are struggling with survival plans during the disruptive events of Covid-19, which require close attention to the integration and coordination of their supply chain management (SCM) to manage customer and supplier demand [1,4]. As a result, the rapid and exceptional Covid-19 outbreak severely disrupted organizational SCM, leaving businesses extremely unstable and facing huge losses in a short time [5,6]. Additionally, environmental awareness is rapidly growing with the proliferation of information and communication technology (ICT) and social media, another challenge that organizations face in a competitive business environment .
The Covid-19 pandemic has adversely influenced the integration and coordination of SCM to manage customer and supplier demand. The current study provides a sustainable mechanism and highlights the adoption of GSCM and EMS that increases the market competitiveness even during the pandemic. Using the survey method and SEM analytical approach, specifically, the present study examines whether EMS affects the relationship between GSCM practices and market competitiveness. Moreover, the findings of this study help us to comprehend the moderating role of BDA-AI and EV in managing the GSCM practices. Current research provides thoughtful insights for the supply chain practitioners, policymakers, managers, and scholars that organizations should opt for formal EMS, BDA-AI, and EV to achieve market competitiveness, even in times of crisis such as Covid-19.