This study aims to evaluate the influence of green supply chain management (GSCM) on organizational performance, taking into account the mediating role of innovation orientation. This study serves as a crucial resource for the e-commerce sector, providing insights to identify operational gaps and to implement cutting-edge GSCM practices. The findings are valuable for organizations aiming to refine their processes and achieve their business goals in a competitive environment. Utilizing a quantitative research methodology, this study examines the online retail industry in the UAE. A convenience clustered sample of 165 companies in Dubai was analyzed using SmartPLS 4.0 to identify patterns and insights. The results indicate a significant positive correlation between GSCM and organizational performance. Innovation orientation emerges as a substantial mediating factor, highlighting its crucial role in enhancing organizational efficiency and effectiveness. This research paves the way for future studies to explore additional influential factors within the online retail sector. Investigating the roles of customer satisfaction and loyalty as independent variables, along with digitalization as a mediating factor, could provide comprehensive insights into their collective impact on organizational performance. For the online retail sector, the adoption of innovative GSCM practices, such as green purchasing and investment recovery, is essential to improve organizational performance. The expanding trend of e-commerce highlights the potential for organizations to examine various factors that contribute to sustainable competitive advantages.

This study empirically explores the influence of innovation orientation on the digital supply chain, mediated by dynamic capabilities within the context of Small and Medium Enterprises (SMEs). This study, rooted in a comprehensive evaluation of dynamic capabilities and innovation orientation, introduces a framework that could serve as a valuable resource for subsequent research. It contributes to the global discourse on optimizing digital supply chain practices among SMEs. Quantitative method was employed, gathering data from 212 professionals in SMEs in Dubai, UAE, via an online questionnaire. The collected data were analyzed using SmartPLS 4, focusing on reliability, validity, discriminant validity, and hypothesis testing. The findings show a significant influence of innovation orientation on the digital supply chain. Dynamic capabilities also exhibit an indirect yet substantial impact on the relationship between innovation orientation and the digital supply chain. The identified dynamic capabilities are instrumental in refining decisions associated with the circular economy and leveraging technology to enhance supply chain mechanisms. These capabilities foster positive correlations between the digital supply chain and innovation. The predominant advantage of digital supply chains for consumers lies in their agility and speed, facilitating swift response to customer demand and bolstering business efficiency. The model presented is a template for future research, which could expand its scope to include other industries like manufacturing or services, augmenting the robustness of the findings.