<p>This study investigates the impact of sustainable supply chain strategies and the moderating role of big data analytics on e-commerce consumer behavior. The research targets e-commerce consumers with online purchasing experience, aiming to provide insights into factors influencing their buying decisions. A total of 807 valid responses were collected from a distributed questionnaire of 1100, utilizing convenience sampling via Google Forms and Wenjuanxing (a Chinese survey platform). The questionnaire, available in Chinese, English, and Arabic, ensured inclusivity across diverse demographic groups. Data analysis employed Smart PLS 4.1.0 software for partial least squares structural equation modeling (PLS-SEM), suitable for its robustness in handling non-normal data and small sample sizes. The study found that while eco-labels had an insignificant effect on consumer behavior, information transparency, sustainable packaging, sustainable products, and sustainable retailers positively influenced purchasing decisions. Big data analytics significantly moderated these relationships, enhancing their impact on consumer behavior. There is a scarcity of research that has explored the association between sustainable supply chain strategies, big data analytics, and e-commerce consumer behavior. This study contributes to the literature by examining these inter-relationships and providing new insights into their combined effects. Methodologically, the study combines direct and moderating analyses to enhance understanding of consumer behavior in the context of e-commerce. The findings highlight the importance of big data analytics in amplifying the impact of sustainable supply chain strategies, offering practical implications for businesses seeking to improve their sustainability initiatives and competitive edge.</p>