This article is focused on how data-driven creative learning can foster sustainable supply chains and green marketing strategies, using as an empirical foundation a quantitative opinion study conducted among residents in Sintra, the second largest municipality in Portugal by population, after capital. The research examined community knowledge and practices regarding urban waste management, recycling behaviours, motivations, and perceptions of municipal logistics services. The findings reveal high engagement with conventional recycling practices, but also significant knowledge gaps and infrastructural limitations regarding biowaste and less common recyclable streams. By interpreting these results through the framework of data-driven creative learning, the paper illustrates how localized citizen knowledge can inform systemic transformations in supply chain sustainability and marketing. The integration of community data into supply chain design and marketing strategies increases transparency, consumer trust, and alignment with circular economy principles. The article proposes a framework for municipalities, businesses, and academia to collaborate in advancing sustainability transitions, supported by participatory, data-informed approaches.