Can Platform Leadership Drive Twin Transitions in Greening <scp>SMEs</scp> ? Exploring the Nexus Between <scp>AI</scp> Infrastructure Flexibility, Information Effects, and Green Sustainable Practices

ABSTRACT The United Nations Sustainable Development Goals (SDGs) underpin a holistic approach to promote global sustainability, sparking the emergence of the “twin transition” concept, which combines environmentally friendly practices and digitalization for a greener future. Taking note of the SDGs, the primary objective of this research is to explore the twin transition within the context of high‐tech industries. This study aims to bridge existing knowledge gaps by exploring the indirect impact of information effects and the moderating role of artificial intelligence (AI) infrastructure flexibility in the relationship between platform leadership and green sustainable practices. Grounded in the framework of the diffusion of innovation paradigm, our findings are based on a three‐wave time‐lagged field survey conducted among 437 high‐tech SMEs in China. The study's findings uncover a positive relation between platform leadership and green sustainable practices, with information effects, specifically responsiveness and usability, acting as mediating factors. Furthermore, the study demonstrates that AI infrastructure flexibility acts as a moderator in the relationship between platform leadership and information effects, influencing the indirect effect of platform leadership on green sustainable practices through information effects. This research not only contributes to our understanding of the twin transition in high‐tech SMEs but also sheds light on the critical role of platform leadership, information effects, and AI infrastructure flexibility in driving green sustainable practices. These findings have significant implications for managers, policymakers, and scholars focused on sustainability and innovation in the high‐tech sector.