AI technologies for sustainable performance of agri-food businesses: the mediating roles of adoption of eco-friendly practices, brand reputation and sustainability communication

Purpose This research investigates the application of AI technologies (AT) in enhancing sustainable performance (SP) of businesses operating in agri-food sector. Under this purpose, the mediating roles of brand reputation (BR) were examined to deepen the relationship between AT and SP. Design/methodology/approach The quantitative method is applied to evaluate proposed hypotheses between five variables AT, AEP, BR, SC and SP. The study sample consists of 376 responses from management levels within the agri-food sector in Vietnam. The data were analyzed using the smart partial least squares SEM. Findings The result shows that AI Technologies positively impact AEP, BR, SC and SP. By leveraging AT, it is possible to improve AEP, BR, SC and ultimately enhance SP. This study gives practical directions for agri-food managers and business leaders to embrace AI for SP, to achieve both business growth and social impact for the brand reputation. More importantly, governments should create opportunities for agri-food companies to employ AI by subsidizing AI infrastructure and organizing AI-specialized training programs to lower the barrier to AI adoption. Originality/value The originality lies in the interdisciplinary combination of diverse variables such as AEP, BR and SC, which are not explored as mediators between AI and SP in the context of agri-food sector in developing countries. Additionally, the geographical characteristics of agri-food sector in Vietnam make this study stand out, inspiring future studies on AI applications in developing sectors and sectors undergoing early stages of digital transformation to create for the brand reputation for agri-food sector in developing countries.