The role of big data analytics and AI adoption on green innovation and sustainable SMES performance

Green innovation has become a major factor in corporate sustainability in today's green economy era. Corporate sustainability is largely determined by the company's human resource management practices. This study investigates how green human resource management practices and digital learning orientation can enhance green innovation and improve sustainable SMEs performance. This study also examines the role of Big Data Analytic moderation and AI adoption in enhancing green innovation. The sample of this study was owners, managers, and supervisors of SMEs in Indonesia, who were obtained using purposive sampling techniques and data analysis methods using PLS-SEM. The results of this study show the important role of green human resource management practices in adapting to environmental changes and encouraging green digital learning orientation and green innovation. In addition, this study also found that green digital learning orientation has a significant effect on green innovation if moderated by Big Data Analytics and AI adoption. The results of this moderation indicate that employees who receive green digital learning will be stronger in practicing green innovation if supported by Big Data and AI. In addition, green innovation strongly influences sustainable SMEs performance and mediates the effect of green human resource management practices on sustainable firm performance.