Generative leadership and employees' green behavior in the hospitality and tourism industry: a self-determination perspective from an emerging economy

Purpose The current study aims to examine the mediating role of green commitment (GC) and green creative self-efficacy (GCSE) in the generative leadership (GL)–employee green behavior (EGB) relationship based on self-determination theory (SDT) and the moderating role of green organizational culture (GOC) in the hospitality industry of Pakistan, including three-, four- and five-star hotels and tourism agencies. Design/methodology/approach Data from 329 matched employee-supervisor pairs in Pakistan's hospitality industry were collected in two waves and analyzed using partial least squares structural equation modeling. Findings Results confirmed all nine hypotheses. GL directly and indirectly (via GC and GCSE) influences EGB, with GC 2.3 times more impactful than GCSE. GOC moderates the GL–GCSE relationship (68% amplification) and the conditional indirect effect. Despite GL building GCSE strongly, an implementation gap exists. Findings advance culturally contingent SDT and provide strategies for resource-constrained contexts. Research limitations/implications Results indicate culturally contingent SDT (affective commitment is twice as important compared to cognitive self-efficacy in collectivistic contexts). GOC magnifies these effects by 68% and creates implementation gaps due to structural barriers. Recommendations include emphasis on the practice of building commitment and overcoming hierarchical constraints. Practical implications This research not only contributes to theoretical understanding but also provides practical implications by utilizing the SDT. It contends that adopting GL can significantly improve EGB through factors such as GC, GCSE, GOC and EGB. Originality/value By integrating GL with dual psychological mechanisms and organizational culture, this study confirms nine hypotheses and uncovers 2.3-fold affective-cognitive divergence, which extends leadership-sustainability scholarship to non-Western contexts with strategies for resource-constrained South Asian hospitality.