Big Data Analytics' Influence on Competitive Advantage: Mediating Green Creativity and Green Commitment, Moderated by Individual Green Values and Green Psychological Climate

Abstract

This study explores the influence of big data talent capability, business analytics and capacity manage net on competitive advantage through mediating role of green creativity and green commitment and moderating role of individual green values and green psychological climate. For the current research, a quantitative survey with 400 respondents was conducted as part of the investigative strategy. Data were investigated through SPSS Version 26 and SEM by utilizing Smart PLS Version 4 software. The integration of data-driven tools and methodologies, specifically big data analytics (BDA) talent capability, business analytics, and BDA capacity management, has been shown to have a substantial and beneficial influence on green human resource management (GHRM). GHRM has optimistic impact on green creativity and green commitment. Individual green values positively moderate the impact of GHRM on green creativity and green commitment. Green psychological climate positively moderates the impact of GHRM on green creativity and green commitment. Green creativity and green commitment have significant influence on competitive advantage.