ABSTRACT
Purpose: Sustainable supply chain management (SSCM) practices and green entrepreneurial preference (GEP) have gained increasing attention from academicians;however, their impacts on business' competitive performance (BCP) post-coronavirus disease of 2019 (COVID-19) remain unclear. Although SSCM is vital for supporting BCP, the previous publications indicate the absence of significant relationships among GEP, SSCM and BCP. This study tries to fill this literature gap by investigating if GEP and SSCM can shape BCP. This study also suggests the moderation effect of digital innovations such as artificial intelligence and big data analytics (AIBD) on those relationships from a COVID-19 viewpoint. Design/methodology/approach: Data were collected from 245 Halal food firms in Yemen, and the research framework was assessed using structural equation modeling (SEM). Findings: The empirical findings show that there are significant impacts of GEP on SSCM and subsequently on BCP. The findings also reveal that SSCM practice mediates GEP-BCP link. Besides, digital innovations such as AIBD positively moderate the link of GEP-SSCM. Originality/value: This study is the first attempt that advises Halal food firms to formally adopt GEP, SSCM and digital innovations to boost BCP, especially in uncertain times like post-COVID-19. Unlike earlier studies that observe SSCM usage as a direct predictor of firm performance, this study delivers an innovative insight that digital innovations can assist in GEP and SSCM incorporation in the in-house operations of the firms post-COVID-19. © 2023, Emerald Publishing Limited.