Data-driven and green-minded: a strategic approach to operational sustainability

Purpose This study investigates how Big Data analytics enhances green strategic alignment and supports sustainable operational performance, with empirical evidence from the United Arab Emirates’s ICT sector. It explores the mechanisms by which digital capabilities, when strategically aligned and supported by leadership, advance environmental sustainability. Design/methodology/approach Drawing on dynamic capability theory and upper echelons theory, the study collected survey data from 271 telecom professionals. Structural equation modeling using SmartPLS 4 assessed the direct, mediating and moderating relationships among Big Data analytics, green strategic alignment, green operational performance and top management support. Findings Results show that Big Data analytics significantly improves green strategic alignment, which in turn enhances sustainable operational performance. Moreover, top management support positively moderates this relationship, underscoring leadership’s role in translating alignment into tangible sustainability outcomes. Research limitations/implications The study’s cross-sectional design and sector-specific focus limit generalizability. Future research should adopt longitudinal or mixed-method designs and explore additional Industry 4.0 technologies across diverse contexts. Practical implications The findings offer actionable guidance for ICT managers: aligning Big Data capabilities with environmental goals and fostering leadership engagement are critical levers for achieving sustainability and operational excellence. Originality/value This paper advances theory by empirically demonstrating green strategic alignment as a mediating mechanism and identifying top management support as a key moderator. It contributes to the digital sustainability literature with a sector-specific, contextually grounded framework relevant to emerging markets.