Structuring green innovation through corporate social responsibility: insights from big data analytics

Purpose This study aims to examine how corporate social responsibility (CSR) facilitates the integration of big data analytics (BDA) to foster green innovation in the manufacturing sector. Design/methodology/approach This study adopts a comparative qualitative case study of two Canadian manufacturing firms, Alpha and Beta, drawing on eight semi-structured interviews with senior executives and operational managers. Data were analysed thematically using NVivo 15, combining inductive and deductive approaches to identify distinct integration patterns. Findings The findings reveal two contrasting yet complementary trajectories. Alpha follows a formal, centralised and performance-driven approach, embedding green innovation within standardised indicators and a compliance-oriented CSR framework. In contrast, Beta adopts an agile, participatory and evolving model, where CSR functions as a strategic philosophy, and BDA is decentralised to enable real-time decision-making. In both cases, CSR emerges as a strategic lever that enhances ethical data governance, transparency and stakeholder alignment. Originality/value This study offers an integrated perspective that links CSR, BDA and green innovation within a conceptual framework. It demonstrates how CSR-driven data governance and ethical analytics practices stimulate green innovation and organisational agility. By highlighting the roles of transparency and stakeholder trust, this study advances our understanding of how digital intelligence fosters sustainability transformation and enhances both environmental and competitive performance. It also addresses a critical research gap by empirically examining how BDA-enabled transparency shapes stakeholder trust and enhances environmental and competitive performance.