The social responsibility role of corporate in accepting green supply chain management with respect to the mediating role of big data analysis

Joint review of green supply chain management and social responsibility results can provide valuable insights for companies in accepting and implementing green supply chain management and help them to improve the company's performance by adopting green supply chain management. The purpose of this study is to investigate the effect of factors affecting the moderating role of big data analysis in the relationship between social responsibility and green supply chain management in order to achieve performance.

The present study is applied in terms of purpose and descriptive-correlational in terms of information collecting method. The statistical population consists of 426 managers related to the subject of supply chain, green supply chain, social responsibility and big data analysis of small and medium enterprises in Golestan, Mazandaran and Tehran provinces. Given that the minimum sample size required by Morgan's table was 201, the questionnaire was randomly distributed among 252 managers of these firms and 213 completed return questionnaires were covered by confirmatory factor analysis (CFA). To answer the research hypotheses, structural equations modeling technique and partial least squares method have been used. Research data collection has been done by survey using wang et al (2020) questionnaire for social responsibility, green supply chain management, corporate performance variables, ravoot et al (2020) questionnaire for big data analysis variable electronically.

companies social responsibility expands their insight and understanding in accepting and implementing environmentally appropriate activities. On the other hand, the ability to analyze big data, has the capacity to provide access to comprehensive information, integration and deployment of resources related to data analysis to modify the effect of corporate social responsibility to green, and by this corporate performance Also improve.

The results showed that among the key factors of big data analysis, three factors of environmental, organizational and financial practices have no effect on big data analysis, but social practices, supply chain management, pure management and total quality management have a positive effect on it.