Incorporating sustainable decisions with the retailer’s operational management has attracted enormous significance due to government regulations and customer demand for environmental consciousness. However, incorporating sustainable operations may interfere with the operational performance of the firm and, hence, retail companies need to examine the influence of these operations on overall supply chain efficiency. The present study develops a performance measurement model based on a two-stage network data envelopment analysis (DEA) technique for measuring the joint impact of sustainable operations and operational activities on the business performance of a retail company. A case study of an Indian electronic retail chain is presented to reveal the potentiality and suitability of the proposed models. The novelty of the paper lies in establishing DEA models for an Indian retail chain company and for providing an analytical understanding of the conditions under which the strategic decisions at the operational level successfully support the integration of sustainable operations into the SC management. The results show that the additional sustainable constraints lead to improved operational efficiency of some firms of the retail chain and result in improved business efficiency, while for other firms the integration of sustainable objectives decrease business efficiency. The significance of the study lies in providing efficient target conditions for inefficient retail stores to improve their performance. The findings of the study provide meaningful insights to Indian retailers venturing into sustainable retailing operations for enhancing the operational and business efficiency of the supply chain.

由于政府法规和客户对环境意识的需求，将可持续决策与零售商的运营管理相结合具有重要意义。然而，纳入可持续运营可能会干扰公司的运营绩效，因此，零售公司需要检查这些运营对整体供应链效率的影响。本研究开发了一种基于两阶段网络数据包络分析 (DEA) 技术的绩效测量模型，用于测量可持续运营和运营活动对零售公司业务绩效的联合影响。展示了印度电子零售链的案例研究，以揭示所提出模型的潜力和适用性。本文的新颖之处在于为一家印度零售连锁公司建立 DEA 模型，并提供对运营层面战略决策成功支持可持续运营整合到 SC 管理的条件的分析理解。结果表明，额外的可持续约束提高了零售链中一些企业的运营效率，从而提高了经营效率，而对于其他企业，可持续目标的整合降低了经营效率。该研究的意义在于为效率低下的零售店提供有效的目标条件，以提高其绩效。