Enhancing construction supply chain Sustainability: The synergistic role of big data analytics and organizational culture using SEM

The construction industry significantly impacts global sustainability, driving a pressing need to adopt innovative strategies that integrate advanced technologies and organizational dynamics. This study examines the interplay between Big Data Analytics (BDA) and Organizational Culture (OC) in promoting Construction Supply Chain Sustainability (CSCS). Using Structural Equation Modeling (SEM) and data from 190 respondents in Iran's construction sector, the research evaluates both the direct and mediating effects of BDA and OC on the economic, social, and environmental dimensions of CSCS. The findings reveal that BDA directly enhances supply chain sustainability by optimizing resource management, reducing waste, and improving decision-making processes. OC also significantly influences sustainability by fostering a collaborative, data-driven, and adaptive environment that supports BDA implementation. Notably, BDA mediates the relationship between OC and sustainability, bridging cultural dynamics with actionable insights. This study extends theoretical contributions by integrating digitalization and organizational frameworks, emphasizing the importance of aligning OC with technological advancements to achieve sustainability. The results provide practical implications for policymakers and industry leaders, advocating for investments in BDA infrastructure and cultivating a sustainability-oriented organizational culture.