<p>Amid rapid digitalization and environmental change, many manufacturing firms face significant challenges. This has spurred increased interest among academics and industry practitioners in how a firm’s green and digital capabilities intertwine to enable outperformance and achieve organizational objectives. Grounded in the Dynamic Capabilities Theory, this research examines how big data analytics, strategic green marketing orientation and digital maturity jointly shape the sustainable performance of Pakistan’s manufacturing industry, with special attention to operational sustainability as the mediator and organizational innovativeness as the moderator. A structured electronic questionnaire and a cross-sectional research design were used to collect data from 350 manufacturing organizations via purposive sampling. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that big data analytics, strategic green marketing orientation and digital maturity lead to higher levels of sustainable performance, primarily by improving operational sustainability. Furthermore, organizational innovativeness as a contingent factor selectively moderates these relationships. The findings sustain and advance the discourse on digital transformation and sustainable development by illustrating the joint effects of green and digital practices on sustainability performance in a developing country. Additionally, they offer novel insights for practitioners and decision-makers on how to build a digitally advanced, environmentally responsible manufacturing organization that can help address the complexities of innovation and enhance an economy’s competitiveness.</p>