Digitalization, AI and ESG: adoption of the environmental management information system for marketing and sustainability performance

Purpose Artificial intelligence (AI)-enabled environmental management information systems (EMISs) are designed to collect environmental data, facilitate informed interpretation of environmental issues and enable effective reporting and management of environmental information. As their relevance grows, more scholarly attention should be paid to the role of AI-enabled EMIS in marketing contexts, their adoption and their effectiveness in enhancing firms’ performance in meeting Sustainable Development Goals (SDGs). Against this backdrop, this study aims to examine the antecedents and outcomes of AI-enabled EMIS adoption, with particular emphasis on digitalization, sustainability performance and alignment with SDGs. Furthermore, this study explores leadership support as moderator and firm-level sustainability performance as mediator in these relationships. Design/methodology/approach Drawing on the resource-based view (RBV), the dynamic capability view (DCV) and stakeholder theory, this study proposes an integrative conceptual framework. The proposed model was subsequently empirically tested using structural equation modelling based on survey data collected from respondents in India. Findings This study shows that the SDGs, firm capability and stakeholders’ willingness positively influence AI-enabled EMIS adoption within the firm. Also, this study shows that government policies and regulations on adopting an AI-enabled EMIS in firms are weak. This study also finds that leadership support has a considerable moderating effect on the relationship between AI-enabled EMIS adoption and the firm’s sustainability performance. Originality/value The SDGs were established by the United Nations General Assembly to achieve a better, more sustainable future for all. There is growing interest among researchers, academicians and practitioners in understanding the antecedents of AI-enabled EMIS adoption and its consequences for sustainability, SDGs and the firm’s overall performance.