Towards Sustainable Digital Transformation: Leveraging Big Data Analytics for Responsible Banking

The increased access to large volumes of data and advancements in infrastructural capabilities have led to leveraging big data analytics (BDA) to support organizational decision-making. This chapter explores the intersection of BDA and sustainability in the financial services sector. Using the affordance actualization lens, this study investigates how BDA implementation can drive sustainable outcomes. An intensive case study method is adopted within a large Malaysian-owned regional bank to explore the BDA value realization process in the financial services sector. Data collection methods include an open-ended online survey, semi-structured interviews, and a review of archival documentation. By reinterpreting findings from the study, the chapter introduces sustainability-linked affordances such as inclusive visibility, green transparency, ethical optimization, and regenerative innovation. This study extends the current knowledge on how an organization realizes value from BDA to drive sustainability-oriented outcomes. This study also highlights how BDA can be aligned with broader environmental, social, and governance (ESG) priorities within the banking sector to promote financial inclusion, improve resource efficiency, and support responsible banking factors.