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The purpose of this paper is to investigate the role of business analytics and environmental orientation toward green innovation and green competitive advantage. In addition, the study aims to explore the mediating role of green innovation in the impact of business analytics and environmental orientation on green competitive advantage.
The development of emerging technologies and their applications have led to an explosive growth of data volume, and the era of “big data” has emerged. Big data has gradually penetrated into all walks of life and has become an attractive avenue for scholarly research. It has provided new opportunities for business analytics (Gillon et al., 2014).
The business analytics through big data helps in promoting economic and social development. However, the rapid economic growth and the issues related to the environment and resources have become important bottlenecks for sustainable economic development. These days environmental issues are getting more and more attention from the general public, the government and customers worldwide (Yasmeen et al., 2019), and companies have begun to take responsible measures to curb environmental issues.
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