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All Journal Inclusive Society and Sustainability Studies (ISSUES)
Asifa Muhammad Sabir
Sir Syed CASE Institute of Technology
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Environmental Competitiveness and Green Entrepreneurship: The Mediating Role of Generative Artificial Intelligence in Pakistan’s Manufacturing Sector Muhammad Ahsan Iqbal; Asifa Muhammad Sabir; Hufza Iqbal
Inclusive Society and Sustainability Studies Vol. 6 No. 1 (2026): August Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/issues.v6i1.4327

Abstract

Green entrepreneurship has emerged as a strategic response to growing environmental pressures and competitive dynamics in Pakistan's manufacturing sector. This study empirically investigates how environmental competitiveness influences green entrepreneurship, with generative artificial intelligence (Gen-AI) adoption serving as a mediating mechanism. Grounded in Resource Orchestration Theory (ROT), the research examines: (1) the direct effect of environmental competitiveness on green entrepreneurship, (2) the direct effect of environmental competitiveness on Gen-AI adoption, (3) the direct effect of Gen-AI adoption on green entrepreneurship, and (4) the mediating role of Gen-AI adoption in the relationship between environmental competitiveness and green entrepreneurship. A cross-sectional survey was conducted with 250 employees from manufacturing firms across Pakistan (response rate = 62.5%). Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. Results indicate that environmental competitiveness positively and significantly influences both Gen-AI adoption (beta = 0.257, p < 0.001) and green entrepreneurship (beta = 0.178, p = 0.019), while Gen-AI adoption significantly predicts green entrepreneurship (beta = 0.216, p = 0.006). Mediation analysis confirms partial mediation by Gen-AI adoption (indirect effect beta = 0.055, p = 0.014). The study contributes theoretically by extending ROT to the digital sustainability context and practically by offering actionable guidance for managers and policymakers in emerging economies seeking to leverage AI-enabled green strategies. Islamic ethical principles, namely khilafah, amanah, and mizan, are discussed as a conceptual lens that contextualizes responsible AI adoption within an ethical stewardship framework.
Digitalization-Environment Nexus: Dual Pathways Transforming Waste Management into Sustainable Development in Pakistan Muhammad Ahsan Iqbal; Asifa Muhammad Sabir; Ayesha Ateeq; Anosha Zameer
Inclusive Society and Sustainability Studies Vol. 6 No. 2 (2026): December Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/issues.v6i2.4572

Abstract

Rapid urbanization in developing countries intensifies solid waste management (SWM) challenges. However, the parallel mechanisms through which SWM contributes to sustainable development remain underexplored, particularly the independent mediating roles of environmental practices and digitalization. This study examines environmental practices and digitalization as individual and parallel mediators of the relationship between SWM and sustainable development in public utilities in a developing economy. A quantitative, cross-sectional survey was conducted among 406 employees from seven Water and Sanitation Companies (WASAs) in Khyber Pakhtunkhwa, Pakistan. Structural Equation Modeling with bootstrapping procedures tested direct and indirect effects. SWM had a positive and significant effect on sustainable development (beta = 0.41, p < 0.001). Environmental practices and digitalization each partially mediated this relationship, with specific indirect effects of 0.13 and 0.12, respectively. The total indirect effect was 0.25, representing the sum of the two specific indirect effects, and was also significant. These findings suggest that environmental practices and digitalization operate as distinct, additive mediating mechanisms rather than as a statistically interacting or synergistic pair. No interaction term or serial mediation path was estimated; therefore, no claim of synergy or amplification is made. This study contributes to the limited research that examines environmental practices and digitalization jointly as parallel mediators within a single structural model in a developing-economy public-utility context. The findings suggest that resource-constrained municipalities may strengthen sustainability outcomes by investing in both mechanisms concurrently rather than treating them as substitutes.
Co-Authors Anosha Zameer Ayesha Ateeq Hufza Iqbal Muhammad Ahsan Iqbal