Title: From green practices to sustainable supply chains: a mediation-moderation analysis of big data SCM and circular HRM in the pharmaceutical industry

Authors: K.M. Priya; P. Prasad Babu; R. Manigandan

Addresses: School of Commerce and Management Studies, Dayananda Sagar University, Bengaluru, India ' SRM Institute of Science and Technology – Ramapuram, Ramapuram, Chennai, 600089, India ' SRM Institute of Science and Technology – Vadapalani, Vadapalani, Chennai, 600026, India

Abstract: This study's objective is to examine the sway of green practices on green supply chain management (GSCM) mediated by big data supply chain (BSC) management and moderated by circular economy human resource management (CEHRM) within the pharmaceutical industry. Primary data were collected through structured questionnaires distributed to 250 top-level managers of drug manufacturing companies in August 2025, with 243 valid responses analysed. The study employs PLS-SEM to evaluate the structural relationships and latent variables. The results reveal significant positive relationships between BSC and GSCM, and the positive influence of CEHRM, green recruitment and selection (GRS), green performance management (GPM), and green training and development (GTD) on both BSC and GSCM. The findings demonstrate the moderating role of CEHRM in enhancing the effectiveness of BSC on GSCM, suggesting that integrating green practices and big data is mutually reinforcing. This research contributes novelty to the resource-based view (RBV) and dynamic capabilities theory by illustrating how sustainable HR practices can dynamically enhance supply chain outcomes, providing a nuanced understanding of embedding sustainability in supply chain operations.

Keywords: green performance management; GPM; big data driven supply chain management; green recruitment and selection; GRS; circular economic human resource management; green technology and development.

DOI: 10.1504/WRSTSD.2026.155352

World Review of Science, Technology and Sustainable Development, 2026 Vol.20 No.3, pp.277 - 296

Received: 17 Nov 2025
Accepted: 27 Jan 2026
Published online: 30 Jul 2026 *

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