Exploring the nexus between innovation orientation, green supply chain management, and organizational performance in e-retailing industry

This study aims to evaluate the influence of green supply chain management (GSCM) on organizational performance, taking into account the mediating role of innovation orientation. This study serves as a crucial resource for the e-commerce sector, providing insights to identify operational gaps and to implement cutting-edge GSCM practices. The findings are valuable for organizations aiming to refine their processes and achieve their business goals in a competitive environment. Utilizing a quantitative research methodology, this study examines the online retail industry in the UAE. A convenience clustered sample of 165 companies in Dubai was analyzed using SmartPLS 4.0 to identify patterns and insights. The results indicate a significant positive correlation between GSCM and organizational performance. Innovation orientation emerges as a substantial mediating factor, highlighting its crucial role in enhancing organizational efficiency and effectiveness. This research paves the way for future studies to explore additional influential factors within the online retail sector. Investigating the roles of customer satisfaction and loyalty as independent variables, along with digitalization as a mediating factor, could provide comprehensive insights into their collective impact on organizational performance. For the online retail sector, the adoption of innovative GSCM practices, such as green purchasing and investment recovery, is essential to improve organizational performance. The expanding trend of e-commerce highlights the potential for organizations to examine various factors that contribute to sustainable competitive advantages.