INVESTIGATING THE IMPACT OF GREEN TRANSFORMATIONAL LEADERSHIP ON PRO-ENVIRONMENTAL BEHAVIOR IN TOUR OPERATORS. TESTING THE MEDIATING ROLE OF EMPLOYER ATTRACTIVENESS

In an era where sustainability is a pressing global concern, understanding the role of leadership in fostering ecofriendly behaviors within organizations is more critical than ever. Leadership not only sets the strategic direction but also shapes employees’ attitudes and behaviors toward sustainability. This study investigates the direct impact of green transformational leadership (GTFL) on pro-environmental behavior (PENB) and its indirect influence through employer attractiveness (EMA) in the tourism sector. Given the increasing environmental challenges faced by the tourism industr y, exploring how leadership can drive sustainability at the employee level is of paramount importance. To achieve this, data were collected from 399 tour operators in Egyptian travel agencies. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships between key variables. The findings reveal that GTFL exerts a significant positive impact on both PENB and EMA, indicating that green leaders inspire employees to engage in environmentally responsible behaviors while also enhancing the organization's appeal to eco-conscious talent.Furthermore, the results confirm that EMA partially mediates the relationship between GTFL and PENB. This suggests that organizations with strong green leadership not only directly influence employee sustainability behaviors but also enhance their attractiveness as employers, which in turn strengthens employees’ commitment to environmental initiatives. These findings fill critical gaps in the literature by empirically demonstrating the mechanisms through which green leadership fosters sustainable workplace behaviors.From a practical perspective, the study underscores the importance of cultivating green leadership practices to drive sustainability in the tourism sector. By fostering a workplace culture that prioritizes environmental responsibility, organizations can attract and retain employees who are aligned with sustainability values in the Egyptian tourismsector.