Digitizing supply chains for regional green consumption: A path to environmental sustainability and green innovation.

Green consumption is a core factor in promoting sustainable development, emphasizing the benefits of not harming future generations. The study has empirically the unleashes the impact of supply chain digitalization on regional green consumption and the mechanism of green innovation using the data of Chinese listed companies spanning 2011 to 2022. This study has employed the implementation of supply chain innovation and pilot work as a quasi-natural experiment. The findings explain that supply chain digitization significantly promotes regional green consumption. The mechanism analysis explores two dimensions of technological innovation and management innovation: first, from perspective of technological innovation, supply chain digitization further promotes regional green consumption by enhancing quantity, quality, and sustainability of green technological innovation; second, from perspective of management innovation, supply chain digitization further fuels growth of regional green consumption by promoting green management innovation. The promoting effect is particularly significant in non-high-tech industries, non-heavily polluted industries, and enterprises located in non-resource cities or transportation hub cities. The study suggest that policy makers and business managers should fully recognize great potential of supply chain digitization in promoting regional green consumption and supporting environmentally sustainable development.