Toward greener horizons: Integrating sustainable supply chain management, green innovation, and CSR for operational excellence and competitive advantage in the Chinese manufacturing sector

In response to growing environmental and social concerns, many companies have adopted sustainable supply chain management practices (SSCMPs) to emphasize efficient resource use, energy conservation, and waste reduction. Recognizing sustainability as a strategic lever, this study examines how SSCMPs, corporate social responsibility, and green innovation contribute to competitive advantage through the mediating role of green operational performance. It further explores how total quality management and technological capability moderate these relationships. This study employs structural equation modeling via SmartPLS and reveals that both SSCMPs and green innovation have a significant positive impact on competitive advantage, with green operational performance serving as a key mechanism linking sustainable initiatives to competitive outcomes. This study advances resource-based view theory by integrating sustainability, quality management, and technology into a unified framework. The findings provide managers with evidence-based strategies for embedding sustainability into supply chain operations to enhance resilience, efficiency, and competitive positioning. Overall, this research highlights the strategic importance of sustainability as a driver of both operational excellence and continuing competitive advantage. This study also provides actionable insights on integrating sustainable practices into supply chain strategies to boost resilience and competitiveness.