Beyond technology: The dual role of AI and narratives in driving ESG performance in China's retail industry

IF 13.7 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2026-03-01 Epub Date: 2025-12-06 DOI:10.1016/j.jretconser.2025.104675

Tian tian Mu , Qiaojuan Shan , Guangyu Zhu , Yang Xu , Gomaa Agag , Osman Alipour

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引用次数: 0

Abstract

This research explores the dual role of artificial intelligence (AI) and its narratives in shaping environmental, social, and governance (ESG) performance in China's retail industry. Drawing on the dynamic capabilities view and signaling theory, we conceptualize AI as both a substantive technological resource and a symbolic communicative mechanism, with green innovation serving as a mediating process. Using panel data of 2306 A-share listed retail firms from 2020 to 2024 (9710 firm-year observations), we employ system generalized method of moments (GMM) estimations to address dynamic panel bias, endogeneity, and unobserved heterogeneity. The findings reveal that both AI technology and AI narrative have a positive impact on ESG performance, with AI technology exerting a stronger substantive effect and AI narratives functioning as credible signals that enhance legitimacy. Moreover, green innovation significantly improves ESG outcomes and partially mediates the artificial intelligence - ESG performance relationship. Robustness checks using alternative measures, estimators, subsamples, and placebo tests confirm the stability of the findings. This research contributes to the literature by linking digital transformation and sustainability, highlighting the interplay between substantive and symbolic mechanisms, and providing insights from an emerging economy context. The findings offer theoretical, managerial, and policy implications for leveraging AI to advance sustainable development in retailing.

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超越技术：人工智能和叙事在推动中国零售业ESG绩效方面的双重作用

本研究探讨了人工智能（AI）及其叙事在塑造中国零售业环境、社会和治理（ESG）绩效方面的双重作用。借鉴动态能力观和信号理论，我们将人工智能定义为一种实质性的技术资源和一种象征性的沟通机制，绿色创新是其中的中介过程。利用2020年至2024年2306家a股零售上市公司的面板数据（9710家公司年观测数据），我们采用系统广义矩量法（GMM）估计来解决动态面板偏差、内生性和未观察到的异质性。研究结果表明，人工智能技术和人工智能叙事对ESG绩效都有积极影响，人工智能技术发挥了更强的实质性作用，人工智能叙事作为可信的信号，增强了合法性。此外，绿色创新显著改善了ESG结果，并部分中介了人工智能与ESG绩效的关系。鲁棒性检查使用替代措施，估计，子样本，和安慰剂测试证实了研究结果的稳定性。本研究通过将数字化转型与可持续性联系起来，突出了实质性机制和象征性机制之间的相互作用，并从新兴经济背景下提供了见解，从而为文献做出了贡献。研究结果为利用人工智能促进零售业的可持续发展提供了理论、管理和政策启示。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.