Green Logistics Performance: The Role of Digital Human Capital and Sustainable Supply Chain Practices in Emerging Agri-Food Hubs Evidence from Morocco's Souss-Massa Region

Green logistics performance (GLP) is increasingly critical in emerging agri-food economies facing dual pressures of export competitiveness and environmental sustainability. Despite growing policy emphasis on sustainable supply chains in North Africa, empirical evidence linking digital human capital (DHC), sustainable supply chain practices (SSCP), green organizational culture (GOC), and carbon footprint management capabilities (CFMC) to GLP in agri-food logistics SMEs remains sparse. This study addresses this gap through a cross-sectional survey of 120 agri-food logistics firms in Morocco's Souss-Massa region the country's largest agri-food export hub administered during March–April 2026. Data were analysed through Pearson correlation and multiple ordinary least squares (OLS) regression via SPSS 26. Reliability was confirmed by Cronbach's alpha (α = 0.801–0.851 across constructs). Multiple regression (R² = 0.600, F(4,115) = 43.08, p < 0.001) confirms three of four hypotheses: DHC (β = 0.185, p < 0.01), GOC (β = 0.406, p < 0.001), and CFMC (β = 0.185, p < 0.01) significantly predict GLP, with GOC emerging as the dominant predictor. SSCP shows significant bivariate correlation with GLP (r = 0.541, p < 0.001) but loses significance in the full model, suggesting its effect is channelled through green organizational culture, a mediation effect warranting future exploration. Findings contribute novel evidence to the nexus of green logistics, digital human capital, and sustainable supply chain management, with direct implications aligned with SDG 8 (decent work and economic growth), SDG 12 (responsible consumption and production), and SDG 13 (climate action).