Beyond CSR Commitments: The Mediating Role of AI-Enabled Big Data Analytics in Unlocking Green Innovation

Abstract Corporate social responsibility (CSR) has become an important strategic approach for firms seeking to address environmental challenges and promote sustainable innovation. However, the organizational mechanisms through which CSR contributes to green innovation remain insufficiently understood, particularly in the context of artificial intelligence (AI)-enabled digital capabilities. This study investigates the relationship between CSR and green innovation and examines the mediating role of big data analytics (BDA) powered by artificial intelligence. Drawing on stakeholder theory and the resource-based view, the study develops and empirically tests a model using partial least squares structural equation modeling (PLS-SEM), mediation analysis, and multi-group analysis. The findings demonstrate that CSR has a strong and positive relationship with BDAI, while BDAI is positively associated with green innovation. In contrast, the direct relationship between CSR and green innovation is statistically insignificant, indicating that CSR contributes to green innovation primarily through BDAI. The mediation analysis confirms a significant indirect relationship between CSR and green innovation through BDAI, with approximately 96% of the total effect transmitted through this mechanism, supporting full mediation. The multi-group analysis further reveals meaningful heterogeneity across firm characteristics. Firm size significantly differentiates the CSR–BDAI and BDAI–green innovation relationships, while profitability significantly differentiates the CSR–BDAI relationship. R&D expenditure significantly differentiates the direct CSR–green innovation relationship. However, the overall indirect CSR–BDAI–green innovation pathway does not significantly differ across the examined groups. These findings indicate that CSR commitments alone may not be sufficient to generate green innovation and that firms need to develop AI-enabled analytical capabilities to convert socially responsible practices into tangible innovation outcomes. The study contributes to the sustainability and digital transformation literature by identifying BDAI as a key organizational mechanism linking CSR to green innovation and by demonstrating that this mechanism remains broadly consistent across different firm characteristics.