Big Data Analytics as a Driver for Sustainable Performance: The Role of Green Supply Chain Management in Advancing Circular Economy in Saudi Arabian Pharmaceutical Companies

Mohammad Mousa Mousa, Heyam Abdulrahman Al Moosa (), Issam Naim Ayyash, Fandi Omeish, Imed Zaiem (), Thamer Alzahrani, Samiha Mjahed Hammami and Ahmad M. Zamil
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Mohammad Mousa Mousa: Digital Marketing, University of Tunis El Manar, Tunis 1068, Tunisia
Heyam Abdulrahman Al Moosa: Marketing Department, College of Business Administration, King Saud University, Riyadh 11587, Saudi Arabia
Issam Naim Ayyash: Computerized Financing and Banking, Palestine Technical University—Kadoorie, Tulkarm P.O. Box 7, Palestine
Fandi Omeish: E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman 11941, Jordan
Imed Zaiem: Marketing Department, College of Business Admiration, Dar Al Uloom University, P.O. Box 3535, Riyadh 13314, Saudi Arabia
Thamer Alzahrani: College of Business Administration, Dar Al Uloom University, P.O. Box 3535, Riyadh 13314, Saudi Arabia
Samiha Mjahed Hammami: Marketing Department, College of Business Administration, King Saud University, Riyadh 11587, Saudi Arabia
Ahmad M. Zamil: College of Business Administration, Dar Al Uloom University, P.O. Box 3535, Riyadh 13314, Saudi Arabia

Sustainability, 2025, vol. 17, issue 14, 1-24

Abstract: Facing growing sustainability challenges and the critical priority of digital transformation, this study explores, through the lens of the dynamic capability view, the links between big data, sustainable performance, and green supply chain in a circular economy logic, filling a notable gap in emerging markets, particularly the pharmaceutical sector. Our study proposes an original conceptual model linking big data analytics to the circular economy, tested with 275 employees from the Saudi pharmaceutical sector. The results, obtained through state-of-the-art PLS-SEM modeling, indicate a significant positive impact of big data analytics on sustainable performance and green supply chain management within the circular economy framework. The study also reveals the crucial mediating role of sustainable performance and green supply chain management in the relationship between big data analytics and the circular economy. Our study proposes an integrated framework for understanding how digital technologies support the circular economy in emerging markets, with practical implications for pharmaceutical sector actors and policymakers, in line with Saudi Arabia’s Vision 2030.

Keywords: environmental performance; sustainable sourcing; resource regeneration; pharmaceutical industry; digital transformation; emerging markets (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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