How metaverse-enabled digital transformation drives sustainable supply chain innovation: evidence from Pakistan's textile industry.

Muhammad Abdullah, Aman Ullah, Muhammad Farooq Jamal, Eman Abdullah Aldakheel, Doaa Sami Khafaga, Sana Ashraf, Zainab Rasool

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Article in Scientific reports, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.

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5 · Who and what money

Authors and funding

7 authors.

Muhammad AbdullahFaisalabad Business School, National Textile University, Faisalabad, Pakistan.

Aman UllahResearch Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, 518060, China. amanullah78601@gmail.com.

Muhammad Farooq JamalFaisalabad Business School, National Textile University, Faisalabad, Pakistan.

Eman Abdullah AldakheelDepartment of Computer Sciences, College of Computer and Information Sciences, Princess Nourah bint Abdulrahman University, P.O. Box 84428, Riyadh, 11671, Saudi Arabia.

Doaa Sami KhafagaDepartment of Computer Sciences, College of Computer and Information Sciences, Princess Nourah bint Abdulrahman University, P.O. Box 84428, Riyadh, 11671, Saudi Arabia.

Sana AshrafCollege of Computer Science and Software Engineering, Shenzhen University, Shenzhen, 518060, China.

Zainab RasoolSchool of Arts & Design, National Textile University, Faisalabad, Pakistan.

Funding

Princess Nourah Bint Abdulrahman University PNURSP2025R409

6 · The paper itself

Abstract

Despite the growing urgency of sustainability, many firms continue to rely on static systems and incremental improvements that fall short of enabling deep transformation. Drawing on the dynamic capabilities theory (DCT) and the technology–organization–environment (TOE) framework, this research proposes a conceptual model in which the metaverse-enabled digital twin integration (DTI) and virtual supply chain visibility (VSCV) influence sustainable supply chain innovation (SSCI) through the mediating roles of green process reconfiguration (GPR) and eco-intelligent decision support (EIDS), with digital maturity (DM) as a moderating factor. Data were collected from 430 supply chain professionals in the Pakistan’s textile industry using a structured survey and analyzed using structural equation modeling with WarpPLS. Results show that DTI and VSCV significantly contribute to SSCI via GPR and EIDS, and that the impact of these internal mechanisms is amplified by higher levels of DM. Firm size and export orientation were included as control variables to account for structural and contextual differences across firms. This research enriches the literature by identifying how immersive and interactive digital tools, when embedded within adaptive organizational capabilities, can drive meaningful sustainability transformation. It offers practical insights for firms and policymakers seeking to align digitalization with environmental goals.

Indexed as

Digital maturityEco-intelligent decision supportGreen process reconfigurationMetaverse capabilitiesPakistan textile industrySustainable supply chain innovation

Identifiers

PMID41813765

DOI10.1038/s41598-026-40819-6

PMCPMC12996279

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LicenceCC BY

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Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.