Speaker
Description
Jimoh, N.
Kaduna State University
nur.jimoh@gmail.com
Track: Sustainability and the Future
Informal food supply chains in North-Western Nigeria face persistent challenges in achieving sustainability due to weak predictive analytics capability and limited integration of innovation-driven decision-making processes. This study examines the relationship between predictive analytics capability and sustainable entrepreneurial practices, the moderating role of entrepreneurial innovation adoption capability. Using descriptive survey and correlational research designs and partial least squares structural equation modeling (PLS-SEM), data were collected from 537 informal food supply chain actors across the region. The findings reveal that intuitive demand forecasting capability (β = 0.31, p < .01), record-based planning capability (β = 0.28, p < .01), mobile-assisted forecasting capability (β = 0.34, p < .01), and market signal interpretation capability (β = 0.37, p < .01) each exhibit a positive and statistically significant relationship with sustainable entrepreneurial practices. Furthermore, entrepreneurial innovation adoption capability significantly moderates these relationships, resulting in enhanced effect sizes: intuitive demand forecasting (β = 0.39, p < .01), record-based planning (β = 0.35, p < .01), mobile-assisted forecasting (β = 0.43, p < .01), and market signal interpretation (β = 0.47, p < .01). These results suggest that the integration of innovation adoption capability amplifies the effectiveness of predictive analytics in driving sustainability-oriented entrepreneurial outcomes. The study contributes to the literature by extending analytics capability frameworks to informal economies and provides practical implications for fostering sustainable entrepreneurial practices through innovation-enabled predictive decision-making.