The service industry in China faces significant challenges in achieving environmental sustainability, with sustainable marketing emerging as a critical solution. This study aims to develop a comprehensive model combining the Stimulus–Organism–Response (SOR) theory and the Technology Acceptance Model (TAM) theory to analyze the mediating roles of big data applications and marketing innovation in fostering sustainable marketing practices. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on a sample of 319 service industry professionals in China, this study examines key factors such as environmental responsibility, consumer engagement, and organizational capabilities. The findings reveal that environmental responsibility and consumer engagement have a significant positive impact on sustainable marketing practices, with big data applications and marketing innovation serving as crucial mediators. This research provides valuable insights for service managers in China to align technological advancements and innovative approaches with sustainability objectives. Future research is encouraged to explore other industry-specific factors and extend the findings to different regions.