From Data to Sustainability: Exploring the role of Big Data Analytics

This study investigates the impact of Big Data Analytics on Green Innovation in fostering sustainable business practices. The objective is to explore how companies can improve their environmental performance, optimize resource usage, and reinforce their sustainability commitments. A qualitative case study was conducted in a food processing company, integrating semi-structured interviews and document analysis. To enhance the depth of the analysis, VOSviewer software was utilized to map the relationships between key concepts, detect co-occurrences of sustainability-related terms, and visualize emerging trends in the dataset. A thematic analysis revealed that Big Data Analytics plays a key role in driving green innovation, leading to measurable improvements in sustainability indicators. Moreover, advanced data-driven technologies such as predictive analytics, AI modeling, automation, and business intelligence dashboards play a pivotal role across five production lines and waste management operations. Hence, this research offers significant implications for both the literature and businesses regarding the application and understanding of big data analytics and the adoption of advanced technologies to enhance sustainable business practices.