Green innovation in the hospitality industry

This paper investigates if and how employee perceptions of the elements of green organisational culture help to create green innovation in the delivery processes and in shaping a green image of the hotel industry. It explores and tests the moderating role of organisational identity in the relationship between subjective norms and components of green innovation. A sample of 315 employees in luxury hotels/resorts participated in this study. The AMOS software platform was used to evaluate the measurement scales of the constructs, the measurement model, and the structural model within structural equation modelling. The results support six out of eight hypotheses within structural equation modeling. Especially, the effects of subjective norms on green innovation in the process and green image innovation become stronger with a positive moderating effect of organisational identity. Based on the research findings, the paper gives recommendations to help organisations promote the role of green organisational culture by encouraging employees to improve green innovation behaviour.