Human-AI Technology Integration and Green ESG Performance: Evidence from Chinese Retail Enterprises

Abstract

This study examines the relationship between human-AI technology integration transformation and green Environmental, Social, and Governance (ESG) performance in Chinese retail enterprises, with green technology innovation serving as a mediating mechanism. Using panel data comprising 5,400 firm-year observations from 2019 to 2023, sourced from CNRDS and CSMAR databases, we employ fixed-effects regression models to investigate this relationship. Our findings reveal that human-AI technology integration significantly enhances green ESG performance, with green technology innovation serving as a crucial mediating pathway. The results demonstrate that a one standard-deviation increase in human-AI integration leads to a 12.7% improvement in green ESG scores. The mediation analysis confirms that approximately 35% of this effect operates through enhanced green technology innovation capabilities. Heterogeneity analysis reveals stronger effects among larger firms, state-owned enterprises, and companies in developed regions. These findings contribute to the growing literature on digital transformation and sustainability by providing empirical evidence of the mechanisms through which AI integration drives environmental performance improvements in emerging markets.