Digital Twin Technology and the Human Factor in the Continuous Evolution of Value Proposition for Sustainable Business Model Innovation—A Scoping Review

Background: Sustainability and digitalization increasingly converge. However, sustainable business model frameworks still offer few tools for guiding how value propositions should evolve once digital twins are adopted. The data needed to compose a value proposition have not been systematically specified. Objective: This study maps how digital twin technology supports the transformation of value proposition in sustainable business model innovation and how the human factor is present in these settings. Design: The Scopus and Web of Science databases were searched for English language papers, and 52 publications linking the digital twin technology and value proposition in the context of sustainable business model innovation were selected. Descriptive and thematic analyses were applied. Results: Of the 52 publications, four dimensions emerge: sustaining and enhancing existing value, market orientation and innovation, interaction dynamics, and triple bottom line and cultural impact. The human factor (competence, trust, organizational readiness, culture and leadership) is the condition under which these effects are realized, with decision-making remaining human-led but data-driven. The required strategic data flows are systematized and synthesized into five propositions. Conclusions: Transforming traditional businesses through digital twins requires broadening what a sustainable, customer-centric value proposition must encompass, grounded in granular data and human-led decision-making supported by new competences.