“…There is no denying the increasing role of big data analytics from several domains, Bughin et al (2010) highlight studies in big data and sustainability for firms in the auto industry. However, given the rise in studies which aim to provide information on the application of big data analytics to improve environmental sustainability (Song et al, 2017;Song, Fisher, Wang, & Cui, 2016;Zhang, Ren, Liu, & Si, 2017) and social sustainability Song et al, 2017), it is surprising that majority of these studies lack practical insights and merely offer conceptual and anecdotal evidences (Bughin et al, 2010;Dubey et al, 2017;Jeble et al, 2018). Additionally, while studies acknowledge big data analytics and its contributions to sustainability, there remains a lack of practical insights into the types of techniques which can be employed by organisations to leverage sustainability from their use of analytics.…”