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Purpose  This paper analyzes the effect of circular economy practices on firm performance for a circular supply chain and explores the moderating role that big-data-driven supply chain plays within these relationships.    Design/methodology/approach  This study uses data collected through an online survey distributed to managers of 378 Italian firms that have adopted circular economy principles. The data are processed using multiple regression analysis.    Findings  The results indicate that the three categories of circular economy practices investigated – namely circular economy supply chain management design, circular economy supply chain relationship management and circular economy HR management – play a crucial role in enhancing firm performance from a circular economy perspective. A big-data-driven supply chain acts as a moderator of the relationship between circular economy HR management and firm performance for a circular economy supply chain.    Originality/value  This study makes a number of original contributions to research on circular economy practices in a big-data-driven supply chain and provides useful insights for practitioners. First, it answers the call to capture digital transformation trends and to extend research on sustainability in supply chain management. Second, it enhances the literature by investigating the relationships between three different kinds of circular economy supply chain practices and firm performance. Finally, it clarifies the moderating role of big data in making decisions and implementing circular supply chain solutions to achieve better environmental, social and economic benefits.

Supply chain management in the era of circular economy: the moderating effect of big data