Prioritizing determinants of employees' green behavior in the Indian hotel industry: an analytic hierarchy process (AHP) and fuzzy AHP approach

Purpose The objective of the research is to identify and prioritize the key motivators behind the adoption of employees’ green behavior (EGB), particularly in response to growing environmental sustainability concerns within the Indian hotel industry. Design/methodology/approach The study was conducted in two stages, using a variety of methods. The first phase primarily consists of a systematic review to understand various aspects impacting EGB that leverage environmental sustainability. The analytic hierarchy process (AHP) was used in the second phase to investigate the relative importance of the corresponding EGB dimensions, and the study also considered fuzziness to cater to the uncertainty. Findings The paper reveals that among determinants of individual green values, green human resource management (HRM) practices and perceived green organizational support have the highest impact on EGB. However, the study also proposes a conceptual framework consisting of the top-ranked variables. Research limitations/implications As organizations strive to promote environmentally friendly behavior among their employees, it is imperative to examine the factors influencing EGB. This paper employs multi-criteria decision-making (MCDM) techniques such as AHP and fuzzy AHP to prioritize these factors, enabling policymakers of the Indian hotel industry to identify and focus on the determinants of EGB effectively. Originality/value No previous EGB study has prioritized the determinants of EGB for the Indian hotel industry, and existing research indicates that there is minimal methodological investigation conducted in this particular field, with no prior studies utilizing AHP and fuzzy AHP methodologies. The AHP techniques helps the decision maker to find the best alternative that best suits their goal.