Supply Chain Intelligence and Sustainable Indigenous Art Value Chains: Psychological Perspectives from West Africa

Abstract

This study examined the influence of supply chain intelligence on sustainable indigenous art value chains in West Africa, with particular emphasis on the mediating role of psychological factors, including trust, perceived value, innovation readiness, and cultural identity. Although artificial intelligence (AI) is increasingly transforming supply chain operations, empirical evidence on its application within indigenous art ecosystems remains limited. Guided by the Resource-Based View (RBV) and the Theory of Planned Behavior (TPB), the study employed a cross-sectional survey design involving 468 indigenous artists, craft entrepreneurs, gallery operators, cultural tourism practitioners, and supply chain intermediaries across Nigeria, Ghana, and Benin. Data were analyzed using Structural Equation Modeling (SEM) in Smarts’ 4. The measurement model demonstrated satisfactory reliability and validity (Cronbach's α = 0.89–0.94; AVE > 0.50). The findings revealed that supply chain intelligence significantly and positively influenced sustainable indigenous art value chains (β = 0.641, p < 0.001). Psychological factors also partially mediated this relationship (β = 0.287, p < 0.001), suggesting that intelligent supply chain technologies produce greater sustainability outcomes when supported by favourable stakeholder perceptions and behavioural intentions. Furthermore, AI-enabled demand forecasting, digital provenance tracking, inventory optimization, and market analytics enhanced market resilience, strengthened cultural authenticity, and improved income opportunities for indigenous artists. The study advances the literature by integrating technological, sustainability, and psychological perspectives into a unified framework for understanding intelligent indigenous art value chains in West Africa. It further provides practical insights for policymakers, cultural institutions, development agencies, and creative industry practitioners seeking to promote sustainable and technology-enabled cultural economies. Keywords