| Summary: | Increasing haze pollution and its adverse effects on human health is pressuring academics and practitioners to search for different solutions for environmental sustainability around the world. Similar to other countries, Pakistan is also affected by air pollution, and smog has become a fifth season. In Pakistan, one of the main reasons of smog and air pollution is hazardous emissions from vehicles. As a result, the booming automobile industry of Pakistan is now affected by two major challenges: sustainable product development and organizational performance. To meet these challenges, the study has developed a conceptual model to find the effect of big data analytics on organizational performance by adopting a sustainable development program. For the elimination of standard method biases, the study has used a time lag approach to collect the data in three waves and receive 372 usable responses. The empirical results of PLS-SEM suggest that big data analytics have a positive effect on a sustainable product development and sustainable product development has a positive and significant impact on organizational performance. Moreover, mediation of a sustainable program development is also confirmed between big data analytics and organizational performance. The managerial and theoretical implications of these results are discussed.
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