Developing a Conceptual Framework of the Antecedents of Gaining Green Competitive Advantage in the Digital Age

Introduction
In the contemporary global economic landscape, increasing environmental awareness, the growth of the green economy, prioritizing environmental issues, and strengthening barriers to green trade in the international market force commercial companies, as major players in the market economy, to act more actively to face the fundamental challenges in creating green competitive advantages to meet market demands and social expectations (Men et al, 2023). In addition, the continuous development of the big data sector and digital transformation and green innovation play an important role in production activities, which is especially a key factor in achieving competitive advantage. As a result of the global green transformation and the dominance of digital transformation, the integration of the two concepts of "green" and "digital" has attracted more attention than ever before from commercial companies as well as macro policymakers (Naim et al, 2024). On the other hand, achieving green competitive advantage—whether achieved through digital transformation or other means—depends on the formation of a company's green capabilities. According to the dynamic capabilities theory, without green capabilities, no company can achieve a significant level of green competitive advantage. Although business transformation in terms of digitalization and competitive advantages in terms of environmental protection have gradually received attention in recent years, most researchers have conducted separate studies on the two and rarely integrated them. On the other hand, given that “digital transformation” and “green competitive advantage” are emerging categories – at least compared to many business concepts – it is necessary for commercial companies to have sufficient flexibility to integrate green and digital policies within themselves. Therefore, the issue of flexibility is also considered an important area for gaining green competitive advantage. Research on digital transformation is still in its early stages, which means that current studies mostly focus on digital transformation without considering green concepts (Feng et al, 2022).
Considering the above and recognizing the fact that the relationship between digital transformation and gaining competitive advantage and the related mechanisms are not well explained, this study attempts to provide a conceptual framework to understand the potential effects of digital transformation on gaining green competitive advantage by considering the moderating role of laws and regulations. Also, in this study, the role of mediating factors including green capabilities, flexibility, and R&D performance is also considered to provide a conceptual framework with sufficient complexity and elaboration. It is expected that the results of this study will explain the mechanisms through which digital transformation leads to green competitive advantage for companies.
Methodology
The present study is in the field of applied research in terms of its purpose, which was conducted in the form of a descriptive-survey study. The statistical population of this study is senior and middle managers of Kaleh Company (N=125); from which a sample of 95 people was selected using the Cochran formula. Sampling was carried out in a convenient manner. An adapted questionnaire taken from previous questionnaires was used to collect data. This questionnaire consists of 8 dimensions and 32 items. Inferential statistics and the partial least squares (PLS) technique were used to analyze the data and test the research hypotheses. The data obtained were also analyzed using SPSS and Smart PLS statistical software.
Results and discussion
Based on the results obtained from calculating the path coefficient and t-value, all research hypotheses were confirmed. This means that the results showed that digital transformation has a positive and significant effect on green innovation capabilities; laws and regulations moderate the relationship between digital transformation and green innovation capabilities; Green innovation capabilities have a positive and significant impact on R&D performance; R&D performance has a positive and significant impact on technology flexibility; R&D performance has a positive and significant impact on structural flexibility; R&D performance has a positive and significant impact on cultural flexibility; Technology flexibility has a positive and significant impact on green competitive advantage; Structural flexibility has a positive and significant impact on green competitive advantage; and Cultural flexibility has a positive and significant impact on green competitive advantage. The results also show that the GOF value is higher than the acceptable limit (0.3), which indicates the optimal fit of the model.
Conclusion
The results of this study showed that digital transformation - in addition to the significant effects it has on the business environment - can help companies gain green competitive advantage. In fact, this research is one of the few studies that, by combining the concepts of green and digital transformation, provides a conceptual framework that shows how digital transformation creates the necessary basis for companies to gain green competitive advantage by integrating green innovation capabilities and improving research and development performance. On the other hand, the model presented in this research shows that digital transformation and its effects on a company's green innovation capabilities are influenced by the legal and regulatory system.