Exploring the synergy between green intellectual capital and employee creativity in driving green brand citizenship in hospitality organizations

Purpose The study applies intellectual capital-based view to examine the relationship between green intellectual capital and employee brand citizenship behavior. Specifically, it investigates how this relationship is mediated by green creativity and moderated by organizational agility and absorptive capacity. Design/methodology/approach The study employs stratified random sampling to collect time-lagged data from 412 hospitality sector employees in the Turkish Republic of Northern Cyprus. The study used PLS-SEM for data analysis. Findings The authors found that green intellectual capital has a positive influence on green brand citizenship behavior. Employee green creativity mediates the relationship between green intellectual capital and brand citizenship behavior. Moreover, organizational agility significantly moderates the relationship between green intellectual capital and employee green creativity, while green absorptive capacity moderates the link between employee green creativity and brand citizenship behavior. Originality/value The study extends the literature on green intellectual capital and brand citizenship behavior in hospitality organizations by emphasizing green intellectual capital as a key antecedent. It also offers important theoretical and practical implications.