Examining the relationship between big data, sustainable supply chain and firm performance using a structural equation model

The current economic, social, and technological dynamics have brought about profound changes in consumers' needs and expectations. Consumers are now seeking technological solutions that not only meet their basic needs but also make their lives more secure, comfortable, and sustainable. This shift has led companies in the automotive sector to adapt their strategic approaches to respond quickly and accurately to consumer demands. In this context, companies have turned to big data investments to analyze customer demands, optimize production processes, and make their supply chains more efficient. Additionally, they have adopted sustainability strategies within their supply chains to achieve economic, environmental, and social sustainability goals. In this study, the relationship between big data and firm performance, as well as the mediating effect of sustainable supply chain on this relationship, is examined in the context of the Turkish automotive sector, aiming to address the gap in this area. In line with these objectives, the hypotheses and the model of the research were formed. For the analysis of the research model, a questionnaire was created based on the literature and this questionnaire was applied to automotive main and sub-industry companies that are members of the Automotive Suppliers Association of Türkiye and Automotive Manufacturers Association. In line with the data obtained, basic statistical analyses were performed using Microsoft Excel and SPSS programs for the analysis of the research model and AMOS program was used for structural model analysis. In the study, firstly, basic statistical analyses were performed and then confirmatory factor analysis was performed on the sustainable supply chain variable expressed in economic, environmental and social variables through AMOS program. Then, the structural model was analyzed. As a result of the analyses conducted in the study, firstly, it was confirmed that the sustainable supply chain is represented by economic, environmental and social variables. In addition, it is concluded that the impact of big data on firm performance is realized through the sustainable supply chain. Additionally, it is concluded that the impact of big data on firm performance is mediated through the sustainable supply chain. Furthermore, it has been determined that big data has direct effects on the sustainable supply chain, and the sustainable supply chain has direct effects on firm performance.