Received: 12 April 2023 Revised: 8 July 2023 Accepted: 11 July 2023

DOI: 10.1002/isd2.12290

RESEARCH ARTICLE

Circular supply chain practices, big data implementation

and firm performance: Mediating role of digital technology

Faiza Kiran | Bekir Sahin

Logistics Management Department,

International Maritime College Oman, National Abstract
University of Science and Technology,
The business practices such as supply chains have been transformed significantly due
Sohar, Oman
to technological advancement and digitalization. It helps enhance organizational effi-
Correspondence
ciency in consumption, production, and overall operation. Additionally, big data
Faiza Kiran, Logistics Management
Department, International Maritime College within the supply chain management process has considerably assisted businesses in
Oman, National University of Science and
gathering accurate product information, easily tracing a product, maintaining track of
Technology, Sohar, Oman.
Email: [email protected]; faiza@imco. distribution cycles and delivering goods as quickly as possible. The research investi-
edu.om
gates the impact of the circular supply chain (CSC) and big data implementation on
firm performance, specifically in the Pakistan Manufacturing Sector. Further, it has
investigated digital technologies' mediating role in the firm's performance in the
Pakistan manufacturing sector. The research was conducted using quantitative data
from the questionnaire survey from 400 participants (i.e., firm managers) working in
the Pakistan manufacturing sector. The data were analyzed using the structural equa-
tion modeling comprising confirmatory factor analysis and path analysis using
SmartPLS. Findings show a negative and significant influence of CSC practices on
firm performance in the manufacturing sector of Pakistan. On the contrary, big data
implementation positively and significantly impacts the firms' performance. Further,
the mediating role of digital technology over firm performance through CSC practices
and big data implementation was also found to be positive and significant. The
research has contributed to the present state of literature in different ways. First, the
research presented the mediating role of digital technologies in the relationship
between CSC and big data implementation and firm performance.

KEYWORDS
big data implementation, circular supply chain (CSC), digital technology, firm performance

1 | I N T RO DU CT I O N

Circular supply chain refers to a closed-loop system of production and consumption, where waste and unused products are minimized, and
resources are kept in use for as long as possible (Berlin et al., 2022). This approach is a key component of the circular economy, which seeks to
reduce the negative impact of traditional linear models of production and consumption on the environment and resources (Tseng et al., 2018).
Real-time data is used by automation and technology in the supply chain to improve corporate visibility and activity tracking. Organizations
may foster cooperation, improve relations with important suppliers, and reduce costs by managing vendor contracts well. Big data is more widely
available because of the advancement of business platforms, cloud computing, and mobile technologies. Many businesses now operate quite dif-
ferently due to social platforms and business analytics; however, these tools have also been utilized to enhance CE supply chain processes,

Electron j inf syst dev ctries. 2023;e12290. wileyonlinelibrary.com/journal/isd2 © 2023 John Wiley & Sons Ltd. 1 of 16
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boosting performance. The ability of supply chain managers to make operational and strategic choices is also being impacted by cutting-edge
technologies like big data analytics, the Internet of Things and artificial intelligence (Khan & Vorley, 2017).
The primary objective of the circular supply chain (CSC) is to enhance government and manufacturing companies' willingness to support
global sustainable development practices. The SCC also aids in these areas due to its improved coordination, information flow, resource and capi-
tal movement, and SCRM. Zeng et al. (2017) concluded that SCC also aids in achieving goals, choosing the best suppliers, fulfilling customer
expectations, and improving financial performance overall. The adoption of CE principles has greatly helped create a new, regenerative and restor-
ative system that favors business performance. In this respect, the current study adds novelty to the existing literature in this regard from two
major aspects. First, it is the first study of its kind to be conducted in the context of an emerging market like Pakistan. Second, while studies like
Witkowski (2017), Gupta et al. (2018), and Wang et al. (2016) have probed the implementation dynamics of Big Data for circular supply chain,
they provided superficial knowledge about the multifaceted influence of this confluence on performance of the firm. In contrast, instead of diving
into the domains of Big Data and other digital technologies, this study investigates their impact on firm performance.
Digital supply chain is considered to be the collection of the processes combining the modern technologies and higher insights for the stake-
holder's activities along with the chain to help in better decision making regarding different aspects (Saberi et al., 2019). Digital technology helps
the businesses to gather, analyze, integrate, and interpret high quality and updated data. The information would be used for development of vari-
ous digital transformations for the supply chain (Nandi et al., 2021).
Big data has another important benefit in enabling supply chain companies to deliver goods as quickly as possible, improving financial perfor-
mance. Big data analytics techniques have been extremely beneficial in resolving issues with the shipping and delivery of millions of goods. Deliv-
ery services' overall performance and dependability are improved by adding analytics approaches and tracking capabilities. Poor data quality and
availability have also caused problems for certain businesses. These issues may be resolved by fixing and updating the data from the original data
source (Tiwari et al., 2018). According to Stahel (2016), big data are unquestionably helpful in developing a successful business circular model, as
they provide important, rich, and accurate information and strategic decision-making.
A business that wants to incorporate circular practices is obligated to change towards technologies and models of business categorized by reuse,
renewability, repair and longevity to improve the approaches in that the materials and resources in a marketplace are utilized and decline the raw
material consumption and associated waste (Tseng et al., 2018). Furthermore, businesses are trying to adopt new organizational practices, carry out
different approaches and collaborate with other businesses for supply chain practices. Specifically, within a company's supply chain, HR and relation-
ship management and design are the fundamental principles required to consider while moving forward with the CE (De Angelis et al., 2018).
The Pakistan Manufacturing Sector has been facing challenges in recent years due to increasing global competition, rising operational costs,
and environmental concerns. To address these challenges, companies have been exploring new strategies, such as implementing circular supply
chain (CSC) practices and utilizing big data technologies. However, there is limited research on the impact of these strategies on firm performance
in the context of Pakistan.
The following research study aims to evaluate the Impact of CSC practices on firm performance while considering the mediating role of digital
technologies in the supply chain. The research's rationale is to empirically examine the association between the different types of CSC practices
of supply chain and firm performance, particularly supply chain performance. Limited studies associate the concepts of SCM and CSC, including
an analysis of Big Data within the supply chain framework (Bhattacharya & Chatterjee, 2022). Therefore, prior studies contend the requirement
to integrate these concepts. Moreover, limited consideration has been provided in the available literature to incorporate the philosophies of CE in
supply chain management. As a result, research into the CSC is still limited. Few empirical studies have concentrated on how big data may assist
business supply chain performance in the CE. This study contributes to an emerging understanding concerning supply chain and CE and offers
valuable understanding for experts. Other than that, it provides the understanding of big data usage as a in making better decisions regarding the
supply chain model creation, which considers the principle of the CE.

2 | LITERATURE REVIEW

CE concepts have emerged as a main conceptual control in company efforts to attain higher environmental sustainability since the mid-2010s. The concept
of sustainability and CSC practices has influenced business management significantly. Businesses are increasingly focusing on CE that enables the reduc-
tion of resource utilization and waste production to attain sustainability growth. The CE concept presents a significant modification in how companies
operate as it required the economic accomplishments integration and environmental welfare and demand for the new business model definition providing
better performance concerning economic, environmental and social (Jabbour et al., 2019). The supply chain management practices intensely accompany
the CE as both are built on competent business management processes. Conventionally, business emphasizes the vertically integrated approach for the
supply chain to attain sustainability. In contradiction, companies are establishing a sustainable cross-sector system to set up a unified supply chain. It utilizes
the resources by employing the 3Rs approach, which includes, recycle, reduce and reusing with the perspective of CE (Stahel, 2016).
The previous literature has extensively discussed the relationship between the circular supply chain and firm performance. However, most of
the literature, including studies of Edwin Cheng et al. (2022), Talwar et al. (2021), and Nobre and Tavares (2017) are either generic in terms of the
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KIRAN and SAHIN 3 of 16

industry investigated or lacks the in-depth analysis of the role of Big Data in the supply chain practices. Moreover, since most technological devel-
opment is occurring in the developed world, most literature, such as that of Kühl et al. (2022) and Bhattacharyya et al. (2021), are based on the
analysis of western firms, with marginal consideration of low- and middle-income economies. However, Mangla et al. (2018) propounded that
low- and middle-income countries are one of the most productive grounds for innovations in manufacturing supply chains because of their large
population size, economies of scale, lower technology and labor cost, and cheaper access to resources. In this light, the current research focused
its investigation on the manufacturing sector of Pakistan. This low-and-middle-income country is going through a rapid transformation of urbani-
zation and consumerism. The study contributes to the literature by investigating the mediating role of digital technologies in this relationship,
which is absent in the literature. Consequently, it is contingent to investigate this subject in the context of Pakistan since the manufacturing
sector constitutes the core of economic development for any country.
Pakistan's economy is still in the developing stage. Although the manufacturing sector contributes significantly to the nation's economy, many
barriers still prevent the application of a circular supply chain observed in this industry (Agyemang et al., 2019). For example, weak economic incen-
tives make it challenging for businesses to adopt CE in manufacturing, technological restrictions caused by the inability to track reusable content,
abilities and knowledge and uncertain roadblocks (Agyemang et al., 2019). The Pakistani administration is keenly emerging strategies and subsidiary
edges that use cutting-edge information technology and operating technology to move Pakistan towards a CE system. Furthermore, according to
the study of Mazzucchelli et al. (2022), the CE approach inclines the business to get better reputations, which positively influences the business's
financial performance. It increases the firm reputation among stakeholders and helps build a more substantial brand reputation. Furthermore, big data
integrates the previous sales movement with extrapolative technology to direct the inventory executives with sales expectations. It assists in reduc-
ing the cost considerably so that the managers place the order for sufficient stock, not place orders more than the required quantity, and reduce
wastage (Zeng et al., 2017). CE is considered an industrial system regenerated or reconstituted by design and intention. Additionally, as per the defi-
nition by the European Commission (2015), a circular economy have the practices to preserve the value of materials, resources, and products with a
minimum generation of waste. Meanwhile, there are numerous definitions of CE, and most focus on value retention through repairing, reusing, remo-
deling, redistribution, remanufacturing, and recycling (Nasr et al., 2018). In simple, it refers to the sustainable development process in terms of social,
environmental and economic development through efficient resource allocation (Ghisellini et al., 2016).
Although, CE has attracted the significant attention of practitioners in multiple disciplines in previous studies (i.e., environment, economics,
supply chain and engineering) (Govindan & Hasanagic, 2018; Gupta et al., 2019; Schroeder et al., 2019; Zeng et al., 2017). Likely, some
researchers contemplate that CE plays an integral part in sustainable development practices around restorative, regenerative, and sustainable
business practices (Gupta et al., 2019; Zeng et al., 2017). Additionally, Schroeder et al. (2019) indicated that CE helps enhance efficient resource
allocation in industries while decreasing waste and pollutants. The author further added that it overall helps in mitigating C02 emissions and pro-
ducing environmentally friendly products. Moreover, in their study, Govindan and Hasanagic (2018) asserted that CE practices can also positively
contribute to manufacturing and supply chain management. It helps manage flow of information, material, and capital among entities while
employing sustainable practices from the environmental, social, and economic perspectives. Furthermore, increasing global competition and
increasing sustainable practices demand from shareholders has also put pressure on government authorities to ensure best sustainability practices
in manufacturing firms (Manavalan & Jayakrishna, 2019). Therefore, the main vision of CE is to increase willingness for both manufacturing com-
panies and government to ensure sustainable development practices at a global level.
However, it is essential for firms willing to integrate a circular economic model to move towards technological advancement and models
(Gupta et al., 2019; Sivarajah et al., 2020; Tseng et al., 2018). Stahel (2016) in their study indicated to develop an effective circular model in enti-
ties. It further established that big data are certainly worthwhile, as it helps in providing valuable, rich, and accurate information and strategic deci-
sion making. Additionally, in their study, Gupta et al. (2019) indicated that big data tools are used for transforming, gathering, and organizing
datasets to discover insightful information and rational decision making. In particular, it helps the firms to optimize how materials and resources
are used, and overall help in developing faster, efficient, and better logistics processes (Tseng et al., 2018). Although, big data tools have attracted
significant importance in manufacturing firms. Ashrafi et al. (2019) stated that firms used analytical tools for Management of Supply Chain, Man-
agement of Customer Relationship, Management of Service Life-Cycle, and Enterprise Resource Planning. The author added that it significantly
help the entities in extracting actionable insight from complex and large data sets. Similarly, Sivarajah et al. (2020) in their study indicated that
business statistics and data analytics is applied in firms to investigate business performance and strategic decision-making. They further stated
that it also helps improve business strategies, navigate risks, make predictions, and maximize the return on investment.

2.1 | Firms' performance and circular supply chain

The previous literature has indicated that CE practices play an integral part in firm performance of CSC (Lieder & Rashid, 2016; Pagoropoulos
et al., 2017; Ripanti & Tjahjono, 2019; Zeng et al., 2017). Lieder and Rashid (2016) in their study indicated that deployment of CSC techniques
may considerably assist supply chain organizations in supplying means of transportation, lowering demand for logistics, and managing waste mate-
rials efficiently. Furthermore, CSC assists supply chain design through effective and proactive techniques that significantly impact financial
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4 of 16 KIRAN and SAHIN

performance (Zeng et al., 2017). The author said that circular economic systems also help with the 3Rs (reuse, reduce, and recycle) while meeting
social, environmental, and economic needs. Similarly, Pagoropoulos et al. (2017) found that using CSC techniques considerably aided in creating a
new regenerative and restorative system, favorably influencing business performance.
Further, Zeng et al. (2017) study urged that CSC also helps improve SCRM, as it enhances coordination, flow of information, resources, and
capital. The author further evaluated that CSC helps meet the target, select the right suppliers, meet customer expectations, and enhance financial
performance. Similarly, in their study, Ripanti and Tjahjono (2019) have also asserted that CSC allows the firms to cooperate, and it strengthens
their competitiveness in the market. Thus, findings in the previous studies have suggested that CE practices significantly help supply chain design,
flow of information, coordination, SCRM, efficient allocation of resources, and overall increased financial performance in CSC. Therefore, based
on the studies above, the current study proposes that CE will positively influence on the firms' performance of supply chain. Hence, following
hypotheses have been developed:

H1a. There is a positive influence of circular supply chain practices on firm performance.

H0a. There is no positive influence of circular supply chain practices on firm performance.

2.2 | Effect of big data implementation on firms' performance and supply chain

Implementation of big data in the supply chain has played an essential role in firms' functionalities, including logistics, supply chain, market
insights, product innovation, and financial performance. In their study, Witkowski (2017), and Gupta et al. (2018) indicated that big data imple-
mentation is represented as a digital revolution that significantly helped the supply chain in the realization of new processes and products. Addi-
tionally, Wang et al. (2016) urged that big data significantly help supply chain firms organize new ways of supply chain processes and accomplish
better supply chain performance (Yu et al., 2018). Moreover, Ahn et al. (2019) indicated that big data tools have also helped supply chain firms
improve their performance through internal process facilitation. He added that it provides a better understanding of efficient allocation of
resources and business operations and positively contributes to firms' performance.
Similarly, in their study, Gupta et al. (2019) indicated that firms can take advantage of big data to gain insightful information in supply chains
and improve internal processes. The author added that with big-data-driven supply chains, firms have a greater capability to improve their net-
work, CSC processes, coordination, and overall financial performance. Further, big data implementation has also helped supply chain management
to develop sustainable solutions and rationalize their business operations (Gupta et al., 2019; Jabbour et al., 2019).
Another significant impact of big data is that it helps supply chain firms provide the fastest delivery of products, ultimately increasing financial
performance. In their study, Selvan and Balasundaram (2021) indicated that big data analytics techniques have been significantly helpful in solving
problems faced in shipping and delivering millions of products. Selvan and Balasundaram further added that it improves the reliability and perfor-
mance of delivery services by adding analytics techniques and tracking facilities. On the other hand, Suoniemi et al., (2020) indicated that big data
significantly helped the supply chain firms retain consumers, capture market share, and enhance firm performance. The author further evaluated that
it helps firms discover new business opportunities and market trends and observe customer behavior. Similarly, Sivarajah et al. (2020) in their study
indicated that big data helps in enhancing firm performance by increasing the understanding behavior of the consumer. By doing this, supply chain
firms can analyze the likes and dislikes of consumers, what to buy, and how much consumers would be willing to pay for particular goods or services.
On the contrary, some firms have also faced an issue while implementing big data analytical tools due to data storage limitations, security
risks, poor data quality, and lack of skills (Selvan & Balasundaram, 2021; Tseng et al., 2018; Yu et al., 2018). Likely, Yu et al. (2018) argue that the
biggest challenge in successfully implementing big data in the supply chain is storage limitation. They further evaluated that unformatted data can-
not be stored in big data. Security is another primary concern due to increasing cybercrime activities (Selvan & Balasundaram, 2021). Therefore,
data security measures must be taken to maintain strict security protocols for the effectiveness of big data in supply chain practice.
Moreover, some firms have also faced an issue due to poor quality of data availability (Tseng et al., 2018). The author suggested that data
quality problems can be corrected by repairing and correcting information from the original data source. Henceforth, in most of the studies, the
role of big data in the supply chain has been acknowledged as positive for firm performance (Ahn et al., 2019; Gupta et al., 2018; 2019; Jabbour
et al., 2019; Selvan & Balasundaram, 2021; Sivarajah et al., 2020; Wang et al., 2016; Witkowski, 2017; Yu et al., 2018). Therefore, based on the
studies above and literature, the current study proposes that big data will positively moderate the effects on firms' supply chain performance. The
following hypotheses have been developed:

H1b. Big data implementation has a positive effect on firm performance.

H0b. Big Data implementation does not have a positive effect on firm performance.
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KIRAN and SAHIN 5 of 16

2.3 | Role of digital technologies in effecting circular supply chain practices, big data in SCs, and firm
performance

The role of digital technologies in effecting circular supply chain practices has become increasingly important in recent years as companies look to
create more sustainable and efficient supply chains. Digital technologies, such as big data analytics, play an increasingly important role in helping
companies better understand their supply chain operations, identify areas for improvement, and implement circular practices. Belaud et al. (2019)
found that big data analytics can identify areas of waste in supply chains and improve resource efficiency. Companies can identify areas where
resources are being used inefficiently by analyzing large volumes of data on supply chain operations, such as excess inventory or unnecessary
transportation, and implement changes to reduce waste and improve efficiency.
In addition to its waste-reducing aspect, digital technologies also bring myriad functionalities into the supply chain framework. For instance,
Attaran (2020) explicated that using digital technologies can also improve the performance of supply chain operations. The study found that com-
panies implementing digital technologies in their supply chains have seen improvements in areas such as reduced lead times, improved inventory
management, and increased supply chain visibility. Studies by Chierici et al. (2020) has shown that companies that implement circular supply chain
practices and leverage digital technologies to support these practices tend to perform better in terms of both environmental and financial perfor-
mance. Meanwhile, companies that adopt circular supply chain practices and use digital technologies to support these practices are more likely to
achieve higher levels of financial performance, such as increased profits and reduced costs.

H1c. Digital technologies positively mediate the relationship between circular supply chain and firm performance.

H0c. Digital technologies do not significantly mediate the relationship between circular supply chain and firm performance.

H1d. Digital technologies positively mediate the relationship between Big Data supply chain and firm performance.

H0d. Digital technologies have no significant mediating effect on the relationship between Big Data supply chain and firm
performance.

2.4 | Conceptual framework

The conceptual framework two independent variables, CSC practices and Big Data in supply chain (BDS) that are tested regarding their causal
effect on firm performance. Moreover, the role of digital technologies (DT) is also tested as a mediator between the independent and dependent
variables for each of the two cases. The study's dependent variable is firm performance in CSC since the study tends to explore the impact of the
CSC on firm performance along with the mediating role of Digital Technologies.

1. Circular Supply Chain

Digital Technologies Firm Performance
2. Big Data Implementation

3 | M E TH O DO LO GY

The following research aims to evaluate the impact of CSC practices and big data SC on firm's performance of manufacturing sector of Pakistan,
while considering the mediating role of the big data supply chain. Although, the current research has deployed positivist approach, this philosophy
follows the point that accurate knowledge can be acquired through observations. Adopting this study strategy is intended to help establish the
hypothesis regarding the impact of CSC practices and big data SC on the performance of firms. In addition, this philosophy enables organizing the
results and presenting the research's conclusions in a more trustworthy and realistic manner (Tamminen & Poucher, 2020).
The following research followed the quantitative research design, due to nature of the topic and research problem. The rationale behind
incorporating quantitative design was that it provides authentic and comprehensive research findings. In addition to that, the study by Bloomfield
and Fisher (2019) also states that the quantitative method is relevant to evaluate the relationship between the different research variables. The
capability to operate in real-time enables the examiners to directly instigate new understandings and variations into their effort which declines
the turnaround period of study. Larger sample size and a decline in the delays make sure that researcher effectively manages the process of data
collection.
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6 of 16 KIRAN and SAHIN

For data collection, researcher has relied on primary data collection method. To collect the data, 600 questionnaires based on 5-point Likert
scale were distributed among supervisors and managers working in the manufacturing sector of Pakistan. Out of those, 430 responses were
received, resulting in a total response rate of 71.67%. During scanning, it was found that some of the questionnaires had straight answers, while
some were incomplete. As a result, 400 questionnaires were selected after scanning.
The primary reason for using this method is that it is reliable and accurate since it is based on direct sources gathered through interviews and
observations (Mazhar et al., 2021). Moreover, this method also helps in gathering most updated information as first-hand information is gathered
and no other priors research information has been combined to progress the findings, which make the information update. Regarding data collec-
tion, the data was collected through a survey questionnaire, which was based on the 5-point Likert scale. A population of managers working in
manufacturing firms of Pakistan were inquired regarding CE practices and firm's performance. These inquiries concerning the personal information
centered on the person's employment status, the role he or she held, and the firm's embrace of CE concepts. The self-reporting questionnaire was
developed and key indicators from prior research on CE and firm's performance specifically the SCP, big data SC, digital technologies and firms'
performance that were data driven.
In the current research, convenient sampling, which is part of non-probability sampling technique was followed where the data was col-
lected from 400 managers and supervisors who work in manufacturing firms of Pakistan. The technique is selected due to financial
constraints.
The data that was analyzed through the Smart PLS software included structural equation modeling which includes two steps such as confir-
matory factor analysis and path analysis. The confirmatory factor analysis evaluates the reliability and validity of the indicators and constructs
used in the study. Furthermore, path analysis evaluates the direct and indirect effect of the variables.
The reason of choosing SmartPLS that a recent study by Hair et al. (2017) compared SmartPLS to other popular structural equation
modeling (SEM) software, such as AMOS and LISREL. The authors found that SmartPLS had a higher level of predictive accuracy and provided
more reliable estimates of model parameters, even when the sample size was small. The authors concluded that SmartPLS was the preferred
choice for researchers who have limited resources. The Study compared SmartPLS to partial least squares (PLS) regression and covariance-
based SEM. The authors found that SmartPLS provided more accurate results and had a lower chance of type II errors than PLS
and covariance-based SEM. The authors suggested that SmartPLS should be used when the research question requires a focus on prediction.

4 | RESULTS

4.1 | Demographic analysis

The data is collected from the managers of manufacturing firms in Pakistan, with a total number of 400 questionnaires. In particular, the
demographic analysis has assisted in providing information about the research participants including gender, age, and qualification.
Table 1 examined the percentage and frequency of participants' gender. It is observed that majority (i.e., 73.5%) were male managers who
participated within the questionnaire survey. Moreover, there are only 26.5% of the female managers who participated within the ques-
tionnaire survey. It also examined the percentage and frequency of participants' age. It is found that there are only 2.5% or a total of
10 respondents who have an age up to 25. Moreover, there are about 37.3% of the respondents who have an age group of 26 to 30.
Additionally, there are about 43.3% of the respondents who have an age group of 31 to 35. Moreover, 8% also have an age of 36–40.
Lastly, there are nearly 9% of the respondents who have an age above 40. Moreover, it has also examined the percentage as well as fre-
quency of participants' qualification. It is found that there are nearly 59.8% of the respondents who have attended graduation; 30.5% of
the respondents were qualified at master level, and only 9.8% of the respondents were qualified at Doctoral/Certification/Professional
level.
Table 2 presents descriptive statistics of the study variables. The mean value for Circular Supply Chain is 3.4925 indicating moderate level
of circular supply chain implemented in the manufacturing industry of Pakistan. Similarly, the mean value for Big Data implementation is
3.5733, which shows that the Pakistan manufacturing industry is involved in big data implementation in their organization. The mean value
for Digital Technologies is 3.7025 representing that the average respondents agree with the digital technology implementation and its impact
in the organization. The mean value for Firms' Performance is 3.8392 reflecting that the average managers agree with the effective perfor-
mance of the organization. The skewness values suggest the degree of asymmetry in the distribution of the data. The skewness value for Cir-
cular Supply Chain is 0.683, which suggests a slight left skew. The skewness value for Big Data Supply Chain is 0.763, indicating a
stronger left skew compared to the circular supply chain. The skewness value for Digital Technologies is 0.912, which is the strongest left
skew among the three variables. This suggests that the impact of digital technologies is viewed more negatively compared to the other two
variables.
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KIRAN and SAHIN 7 of 16

TABLE 1 Demographics of participants.

Frequency Percent Valid percent Cumulative percent

Gender
Male 294 73.5 73.5 73.5
Female 106 26.5 26.5 100.0
Total 400 100.0 100.0
Age
Up to 25 10 2.5 2.5 2.5
26–30 149 37.3 37.3 39.8
31–35 173 43.3 43.3 83.0
36–40 32 8.0 8.0 91.0
40+ 36 9.0 9.0 100.0
Total 400 100.0 100.0
Qualification
Graduation 239 59.8 59.8 59.8
Masters 122 30.5 30.5 90.3
Doctoral/Certification/Professional 39 9.8 9.8 100.0
Total 400 100.0 100.0

TABLE 2 Descriptive statistics.

N Minimum Maximum Mean Std. deviation Skewness

Circular supply chain 400 1 5 3.4925 0.9149 0.683
Big data implementation 400 1 5 3.5733 0.86689 0.763
Digital technologies 400 1 5 3.7025 0.76951 0.912
Firms' performance 400 1 5 3.8392 0.73309 0.885

4.2 | Correlation analysis

The correlation between Circular Supply Chain and Big Data Supply Chain is 0.624, which is a moderate positive correlation and signifi-
cant at the 0.01 level. Meanwhile, the correlation between Circular Supply Chain and Digital Technologies is 0.539, which is a moder-
ate positive correlation and significant at the 0.01 level. The correlation between Circular Supply Chain and Firms' Performance is
0.245, which is a weak positive correlation and significant at the 0.01 level. The correlation between Big Data Supply Chain and Digital
Technologies is 0.652, which is a moderate positive correlation and significant at the 0.01 level. The correlation between Big Data
Supply Chain and Firms' Performance is 0.441, which is a moderate positive correlation and significant at the 0.01 level. The correlation
between Digital Technologies and Firms' Performance is 0.432, which is a moderate positive correlation and significant at the 0.01
level.

4.3 | Structural equation modeling

Structural equation modeling has been used to analyze the association between variables involved in the current research, and it has been divided
into path analysis and confirmatory factor analysis (Hair et al., 2017). The confirmatory factor analysis is the technique used for verifying the fac-
tor structure of the observed variables set. It generally tests the validity and reliability of the factors and constructs of the study. Further, path
analysis indicates the direct and indirect effect between the variables (Hair et al., 2017). Figure 1 represent the model for the study used for the
structural equation modeling to evaluate the impact of circular supply chain and big data implementation on firm performance along with the
mediating role of digital technologies.
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
8 of 16 KIRAN and SAHIN

FIGURE 1 Model specification.

TABLE 3 Correlations.

[1] [2] [3] [4]

[1] Circular supply chain 1 0.624** 0.539** 0.245**
[2] Big data supply chain 0.624** 1 0.652** 0.441**
[3] Digital technologies 0.539** 0.652** 1 0.432**
[4] Firms' performance 0.245** 0.441** 0.432** 1

**Correlation is significant at the 0.01 level (2-tailed).

4.3.1 | Confirmatory factor analysis

Confirmatory Factor analysis is used to evaluate the reliability and validity of the indicators involved in this specified study. However, confirma-
tory factor analysis (CFA) has been evaluated through using factor loading, Cranach's alpha, composite reliability, and average variance extracted
(AVE), as shown in Table 2. The analysis of the measurement model using CFA. Factor loading has been used to analyze the validity of the indica-
tors of each construct. Latan et al. (2017) indicated that the value of factor loadings must be greater than 0.6 to ensure the validity of the factors.
Notably, it can be seen that value of all indicators in above table are found to be greater than 0.6, which implies that all factors used for each
latent construct are valid. Additionally, Cronbach's alpha has also been used to analyze reliability for each construct. Likely, as per the research of
Sekern and Bougie (2016) the Cronbach's alpha greater than the threshold of 0.7 is considered to be reliable and have higher consistent data. The
table above shows that Cronbach's alpha of big data implementation is found to be 0.881 > 0.7, digital technologies has alpha value of 0.85 > 0.7,
firm performance is 0.89 > 0.7, and CSC is 0.901. Thus, it implies that all variables are found to be greater than 0.7, which implies that all variable
are showing internal consistency, and reliability of the latent construct. Moreover, composite reliability has also been used to show the reliability
of the construct. It revealed that BDI, digital technology, firm performance, and CSC are also found to be reliable as their values are found to be
0.883, 0.85, 0.89, and 0.90, respectively.
Furthermore, convergent validity has been evaluated which indicate the extent of the relatedness. Average variance extracted is indicator of
the convergent validity of the indicators. As per the research of Hair Jr et al. (2017) the value estimated for AVE must be equal or greater than 0.5
to explain variance. However, it can be seen that value of latent construct is found to be greater than 0.5. Hence, based on these testing it can be
said that all constructs and their measurement are found to be reliable (Tables 3 and 4).
Table 5 shows discriminant validity has also been considered to evaluate the validity of the model, as it indicate that variables are distinct
from another variable (Rasoolimanesh, 2022). The discriminant validity of each construct is assessed through HTMT ratio. Ab Hamid et al. (2017)
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
KIRAN and SAHIN 9 of 16

indicated that HTMT ratio has to be below 0.85 to ensure the discriminant validity in the data set. The table above shows that value of each latent
construct is less than 0.85, which implies that each variable is distinct from another and valid for analysis.

4.3.2 | Path analysis

Figure 2 shows the measurement model through path co-efficient analysis and indirect effect analysis have been conducted to analyze the impact
of CSC and big data supply chain on firm performance individually as well as mediating with digital technologies. However, the model explanatory
power is explained before evaluating the direct and indirect influence.
Table 6 represents the value of R-square for Digital technologies is identified as 0.45 which indicated that 45% changes in digital technol-
ogies is predicted due to variation in CSC and Big data implementation. On contrary, the value of R-square for firm performance is found to
be 0.241 which depicts that 24% changes in employee performance is depicted by changes in CSC, big data implementation, and digital
technologies.

4.3.3 | Path coefficient

Table 7 shows path coefficient, it can be seen that big data implementation has positive and significant influence on digital technology as
B = 0.517***, and p = 0.000 < 0.01. Additionally, above table also depicts the influence of big data influence has a significant influence over firms'
performance, as B = 0.329***, and p = 0.000 < 0.01. It shows that big data implementation positively effects on firm performance. On contrary,
Circular supply chain has also a positive influence on digital technologies, as B = 0.217**, and p = 0.000 < 0.01. It indicated that CSC practices
will lead to increase in digital technologies. Further, it is also noteworthy that CSC practices has a negative and significant influence over firm per-
formance, as B = 0.116*, and p = 0.001 < 0.01. Which implies that higher level of CSC practices resulted decrease in firm performance. Lastly,
the effect of digital technologies has also a positive and significant over firm performance, as B = 0.285***, and p = 0.001 < 0.01. Indicating that
greater digital technologies lead to increase in firms' performance. Similarly, findings in the previous studies are also linked with literature, and
shows a positive influence of big data implementation and digital technology over firm performance (Attaran, 2020; Belaud et al., 2019; Gupta
et al., 2018; Witkowski, 2017).

TABLE 4 Reliability and validity analysis.

Latent constructs Indicators Factor loadings Cronbach's alpha Composite reliability (rho_a) Average variance extracted (AVE)
Big data implementation BDI1 0.892 0.881 0.883 0.808
BDI2 0.925
BDI3 0.879
Digital technologies DT1 0.905 0.853 0.855 0.773
DT2 0.927
DT3 0.904
Firm performance FP1 0.906 0.899 0.899 0.832
FP2 0.930
FP3 0.883
Circular supply chain SCD1 0.881 0.892 0.901 0.822
SCD2 0.899
SCD3 0.857

TABLE 5 Discriminant validity analysis.

Big data implementation Circular supply chain Digital technologies

Circular supply chain 0.719
Digital technologies 0.733 0.616
Firm performance 0.496 0.280 0.482
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
10 of 16 KIRAN and SAHIN

FIGURE 2 Measurement model.

TABLE 6 Model specification.

R-square R-square adjusted

Digital technologies 0.455 0.452
Firm performance 0.241 0.235

TABLE 7 Path coefficient.

Coefficient T statistics P values

BDI -> DT 0.517*** 9.101 0.000***
BDI -> FP 0.329*** 4.226 0.000***
CSC -> DT 0.217*** 3.734 0.000***
CSC -> FP 0.116* 1.786 0.074
DT -> FP 0.285*** 3.276 0.001**

Note: Significant at ***1%, **5%, *10%.

TABLE 8 Indirect effect.

Coefficient T statistics P values

BD -> DT -> FP 0.147*** 2.938 0.003**
CSC -> DT -> FP 0.062*** 2.617 0.009**

Note: Significant at ***1%, **5%, *10%.

4.3.4 | Indirect effect

Table 8 indicates the indirect effect of constructed model. Notably, it can be observed that indirect effect of digital technology over firm perfor-
mance through Big data implementations was found to positive and significant, as B = 0.147*** and p = 0.003 < 0.01. On contrary, indirect effect
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
KIRAN and SAHIN 11 of 16

of digital technology over firm performance through CSC practices was also found to be positive and significant, as B = 0.0632*** and
p = 0.009 < 0.01. Thus, it suggested that digital technology positively mediate the relationship between big data implementation and firm perfor-
mance and circular supply chain and digital technology. Similarly, findings in the previous studies have also confirmed the positive influence of dig-
ital technology over firm performance through big data implementation and CSC practices (Attaran, 2020; Witkowski, 2017).

5 | DISCUSSION AND HYPOTHESIS ASSESSMENT

Increasing demand for circular supply chain, technological advancements, and big data implementation have been significantly observed in
supply chain practices, including manufacturing firms of Pakistan. Although very limited research have been conducted in the context of
Pakistan, and how it influence on firm performance. Therefore, the current research has emphasized the impact of CSC practices and big
data SC on performance of manufacturing sector in Pakistan. However, by reviewing a literature it has been analyzed that supply chain
practices has a positive and significant impact on firm's performance. Likely, Del Giudice et al. (2021); Mazhar et al. (2021) in their study
observed from the empirical results that supply chain practices in CE induces a strongly significant and positive implications upon the firm's
performance. Additionally, Gupta et al. (2019) in their study stated that supply chain proactive approach provides a recycle paradigm con-
tributes in the sustainable supply chain development as well as in the enhancement of the firm’ performance. Further, Lieder and Rashid
(2016); Zeng et al. (2017) in their study indicated that CSC practices can significantly helped the manufacturing firms in flow of informa-
tion, providing modes of transportation, reducing demand for logistics, and efficient ways of managing resources, waste materials, and capi-
tal. On contrary, some researcher argue that increase in CSC increase cost of doing business which negatively influence over firm
performance (Ripanti & Tjahjono, 2019; Zeng et al., 2017). Similarly, findings in the current research from path coefficient model shown a
negative influence of CSC practices over firms' performance. Thus, based on the findings in the current research null hypothesis is
accepted, and it suggested that CSC practices has a negative influence on firms' performance of Pakistan manufacturing sector. Rejection
of hypothesis is possible due to limited sample size, or difference in country, demographic characteristics, or data analysis techniques used
for analysis. Because small differences in methodological aspects can cause differences in research outcomes. Moreover, cultural norms,
industry-specific dynamics, economic conditions (i.e., Covid-19), technological advancements can also lead to a negative influence on CSC
on firm performance. Further, Covid-19 and Brexit are also found to be other important factors that can negatively influence on the firm
performance.
Additionally, surging concern towards big data implementation in manufacturing firms, it has also been considered to analyze its influ-
ence on firms' performance. Findings revealed that it significantly helped the business organizations to allocate their resources, providing
marketing insights, making forecasting, product innovation, and uplifting their inclusive performance (Gupta et al., 2018; Witkowski, 2017).
It is because that the organizations having higher inclination of employing big data prompt their decision-making process within supply
chain. This results in advancing the distinct supply chain practices for attaining the sustainability objectives. Additionally, Yu et al. (2018)
in their study indicated that big data utilization in supply chain significantly help in directing decision-making process, HR management
(specifically within CE training) to attain economic, social, and environmental results. In addition, the employees having visions and com-
prehension regarding CE initiatives and practices assists in developing new resources, applying and operating sustainable operations, and
in taking data-driven decisions (Khan, 2022). Preceding research studies have indicated that big data is a valuable asset and crucial driver
to make effective and informed decisions, which assists in the application of CE supply chain practices (Jabbour et al., 2019).
Furthermore, big data has transformed the conventional methods of organization to deliver more value to the potential consumers. This is
done by enabling the consumers to make informed decisions within the supply chain management and logistics (Edwin Cheng et al., 2022). With
the use of data and involving employees, the organizations are likely to uplifts supply chain responsiveness, management, as well as integration
within the CE outlook. Thus, it is observed that the big data has contributed in enhancing the employees' competencies. Similarly, in the current
research, the outcomes of this research study has implied that big-data-driven supply chain results in substantially and positively influencing on
firms' performance. While some researchers argued that most of the firms faced difficulties while implementation of big data analytical tools due
to data storage limitations, security risk, poor data quality, and lack of skills (Selvan & Balasundaram, 2021; Tseng et al., 2018; Yu et al., 2018).
Additionally, increasing cyber-crime activities and security is another barrier that are faced in big data SC (Selvan & Balasundaram, 2021). There-
fore, it is essential to consider these limitations and challenges for the effectiveness of big data in supply chain practice. Thus, based on the afore-
mentioned studies most of the studies are inclined towards positive association, and findings in the current research has also shown a positive
influence on firms' performance. Therefore, null hypothesis is rejected, and it suggested that big data has a positive and significant influence on
firms' performance of Pakistan manufacturing sector.
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
12 of 16 KIRAN and SAHIN

Hypothesis Statement Accepted Rejected

H1a: There is a positive influence of circular supply chain practices on firm performance Rejected
H0a: There is no positive influence of circular supply chain practices on firm performance Accepted
H1b: Big data implementation has a positive effect on firm performance Accepted
H0b: Big Data implementation does not have a positive effect on firm performance Rejected
H1c: Digital technologies positively mediate the relationship between circular supply chain and firm performance Accepted
H0c: Digital technologies have no significant mediating effect on the relationship between circular supply chain Rejected
and firm performance.
H1d: Digital technologies positively mediate the relationship between Big Data supply chain and firm performance Accepted
H0d: Digital technologies have no significant mediating effect on the relationship between Big Data supply chain Rejected
and firm performance.

Further, findings in the current research has also examined mediating role of digital technologies between CSC practices and firms' perfor-
mance, and big data SC and firms' performance in manufacturing sector. In most of the studies it has been analyzed that there is a positive associ-
ation between digital transformation and firms' performance, as it helps in enhancing the efficiency, attaining a balance within internal sustainable
productivity, mitigating negative environmental implications, reducing C02 emissions and waste created within the inclusive supply chain (Belaud
et al., 2019). Additionally, the advancement of a robust firm's commitment to digitalization results in persuading both the employees and manage-
ment towards the adoption of a positive corporate sustainability attitude. Moreover, correspondingly with preceding research studies
(Attaran, 2020) in their research put forward indication that digital technologies within the big data implementation deliver an essential role, as it
helps in taking different initiatives, and lowering the challenges towards the adoption of CSC and big data supply chain, thereby boosting the
overall firm's performance. Further, Belaud et al. (2019) in their study have also put forward that transformation towards digital technologies has
been the key factor of an organizational success within the CSC and big data implementation. The author further evaluated that it helps in provid-
ing a free flow of ideas, feedback, and generates an effectual and streamlined supply chain, which induces a positive influence upon the customer
service and cost. Similarly, findings in the current research have also tested mediating impact of digital technology and found a positive and signif-
icant impact through big data implementation and CSC practices on overall firm's performance. Therefore, based on the findings in the current
research, null hypothesis is rejected, and alternative hypothesis is accepted. It suggested that digital transformation positively mediate the rela-
tionship between big data implementation and firms' performance, and CSC practices and firms' performance of Pakistan manufacturing sector.
However, based on the findings in the current research, developed hypotheses in current research have been accepted or rejected.

6 | C O N CL U S I O N

It is observed that within last few years the adoption of sustainable principles and big data implementation has secured importance in the supply
chain to impact organizational outcomes in the context of recycling or reusing, enhancing production, or consumption model. The research has
aimed to evaluate impact of CSC practices and big data supply chain on the firm performance of Pakistan manufacturing sector. In particular, it
examined the existing relationship among CSC practices and firm performance, and big data supply chain and firm performance precisely in
Pakistan manufacturing sector. It further investigated the mediating role of the digital technologies between CSC practices and firm performance,
and big data supply chain and firm performance in manufacturing sector of Pakistan. The study has employed primary quantitative method for
analyzing the data that has been gathered from direct sources of manufacturing firms in Pakistan. It has used a sample size of 400 managers. The
collected data was examined with different types of analysis such as demographics analysis, descriptive analysis, correlation analysis, reliability
and validity analysis, path coefficient, and indirect effect analysis using SPSS and Smart PLS software. Explicitly, the dependent variable of the
study is Firms' Performance, and independent variable is Circular supply chain practices, big data implementation, and digital transformation as
the mediating variable. The study has analyzed that there exist a negative and significant association among distinct kinds of CE practices of sup-
ply chain and firm performance, precisely performance of SCM. Particularly, outcomes of the research have implied that the big-data-driven sup-
ply chain results in substantially and positively influence on firm performance. More precisely, it is observed that the use of digital transformation
helps in uplifting the firm’ supply chain performance with the outlook of circular economy and big data implementation.
Although, finding in the current research has made substantial theoretical contribution to the research linked with the practices of circular
economy as well as big-data-driven supply chain. Particularly, this research study answers the call for capturing the existing transformations along
with providing extension to the research regarding the sustainability challenges within the supply chain. Additionally, findings in the current
research also adds to the literature through highlighting the importance of digital tools and strategies that can be helpful for improving the perfor-
mance of supply chain operations of manufacturing firms in Pakistan. Moreover, other internal or external factors can also be considered to
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KIRAN and SAHIN 13 of 16

analyze the big data implementation and firm performance in future research. Further, findings in the current research is also helpful in practical
implication of supply chain management, as it has been analyzed that digitalization can be considered as one of the most essential tool in CDC
practices embodiment in the Pakistan Manufacturing sector. Additionally, managers and policy makers can also utilize the findings to identify spe-
cific technologies that are align with their supply chain needs. Moreover, findings also suggested that organizations can invest in data analytics
techniques for gaining insights and effectively capturing, analyzing, and utilizing supply chain data, and overall enhancing their performance. Thus,
it has significantly helpful in fulfilling the gap in previous studies related to the research phenomenon. However, findings in the current research
has also certain limitation. First, research has only focused on quantitative research method, hence it can be suggested that the impending
research must emphasizes on the adoption of qualitative approach with an intent of avoiding contingency, delivering an in-depth knowledge, as
well as supporting the robustness of the outcomes. Further, quantitative research is also tends to complex phenomena which might resulted in a
depth in the data and loss of richness. Further, limitation of potential biasness can also occur even after validation and reliability of the findings
due to the sampling approach used. Thus, qualitative research can also be used for comprehensive findings and cover the factors (i.e., experience,
opinion, or ideas of the workers) that cannot be covered in quantitative research. Lastly, it recommends that the future research must ascertain
that the adopted constructs could be unified within supplementary developments in CE supply chain research studies.

DATA AVAI LAB ILITY S TATEMENT

Research data are not shared.

ORCID
Faiza Kiran https://orcid.org/0000-0001-6297-8248
Bekir Sahin https://orcid.org/0000-0003-2687-3419

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KIRAN and SAHIN 15 of 16

AUTHOR BIOGRAPHI ES

Faiza Kiran is a highly accomplished academic in the field of Economics, holding a Ph.D. in Economics and Muamalat Administration. She cur-
rently serves as an Assistant Professor at the Logistics Management Department of the International Maritime College Oman. With a strong
research background, she has published papers in esteemed international journals and is actively involved in current research articles. Kiran's
expertise lies in areas such as Islamic banking, blue economy, circular economy, and customers' switching decisions. She has also received
accolades for her achievements in higher education and has demonstrated leadership skills in her previous roles. Dedicated to continuous
learning, Faiza Kiran is committed to making a positive impact in her field and society as a whole.

Bekir Sahin is a distinguished scholar in the fields of supply chain management, logistics, transportation, and shipping business. With expertise
in data science, computational intelligence, and optimization, he is known for his original methodologies and novel approaches. Having
received his Ph.D. from Istanbul Technical University and worked as a postdoctoral researcher at NTNU, he is currently an associate professor
at International Maritime College Oman. Sahin's research findings, published in top journals, and his active role in manuscript reviews show-
case his influential contributions to the field.

How to cite this article: Kiran, F., & Sahin, B. (2023). Circular supply chain practices, big data implementation and firm performance:
Mediating role of digital technology. The Electronic Journal of Information Systems in Developing Countries, e12290. https://doi.org/10.
1002/isd2.12290
 16814835, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/isd2.12290 by Mohammad Ali Jinnah University, Wiley Online Library on [11/11/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
16 of 16 KIRAN and SAHIN

APP E NDIX A: Questionnaire

A.1 | DEMOGRAPHICS QUESTIONS

Gender

• Male
• Female

Age

• 18–25
• 26–35
• 36–45
• 46 and Above

Qualification

• High School Attended

• Graduated
• Post-Graduated
• Other

A.2 | QUESTIONNAIRE (0 “STRONGLY AGREE” TO 4 “STRONGLY DISAGREE”)

A.2.1. | Circular supply chain on firm performance (Nayal et al., 2022)

CSC helps the firms in reducing demand for logistics and recycle waste materials which positively contribute in firm's performance.
CSC also helps in enhancing the efficiency of transportation in supply chain.
CSC also helps in improving SCRM, as it enhances coordination, flow of information, resources, and capital.

A.2.2. | Big data supply chain on firm performance (Nayal et al., 2022)

Big Data enables the supply chain operators to have a holistic and informed perspective about present and potential bottlenecks.
Big Data significantly helps the supply chain in realization of new process and products.
Big Data helps in improving internal processes by enhancing resource allocation.

A.2.3. | Digital technologies (Khan, 2022)

Digital technologies pave the path for technological transformation of linear supply chain into circular one.
Digital technologies provide a conducive framework for the implementation of Big Data technologies.
Digital technologies help in identifying the loopholes in linear supply chain, thus reducing the wastages.

A.2.4. | Firms' performance in CSC (Nayal et al., 2022)

Firms' performance in CSC has been significantly improved in CE.

CE and big data implementation have also enhance the capabilities of firms in recycling garbage and waste.
CE and big data implementation has also enhanced the ability of CSC meeting expectations of customers and employees.