How do green <scp>CSR</scp> initiatives influence green employee engagement among tourism and hospitality employees?

Abstract Drawing support from social identity theory (SIT), the present study examines green corporate social responsibility (GCSR) initiatives, green organizational identity (GOI), and green service‐oriented behavior (GSOB) as antecedents of green employee engagement in the hotel sector. In addition to the direct association between the study constructs, the study assessed the mediating effects of GOI and GSOB on GCSR and green engagement association. Data collected from hotel employees in India utilizing a three‐wave time lag was analyzed through PROCESS macro. The finding confirmed the direct as well as the serial mediating effects of GOI and GSOB for the relationship between green CSR and green engagement. The study is insightful in understanding how GCSR activities can build a green reputation for a company that in turn will enhance the identification of the employees. The uniqueness of this study is evident in studying the constructs that have a strong alignment with the nature of the tourism and hospitality sectors. Conceptualizing the serial mediating effects of GOI and GSOB for the relationship between GCSR and green engagement in the tourism and hospitality sector is also a novel addition to the existing literature.