Effects of Green Entrepreneurial Leadership on Ambidextrous Green Innovation Through Green Autonomous Motivation, Creative Process Engagement, and Green Organizational Culture

ABSTRACT Growing environmental concerns have drawn widespread attention to ambidextrous green innovation (AGI) practices. Nevertheless, the available literature has missed the influence of green entrepreneurial leadership (GEL) on AGI. Guided by the natural resource‐based view, this research aims to uncover how GEL drives AGI through the serial mediation of green autonomous motivation (GAM) and green creative process engagement (GCPE) and to examine the moderating impact of green organizational culture (GOC). A multiwave survey was administered to 286 Italian hotel employees, and the hypotheses were tested using partial least squares structural equation modeling. The findings indicate a positive nexus between GEL and AGI. Moreover, GAM and GCPE act as serial mediators linking GEL to AGI. In addition, GOC moderates GEL's influence on GAM and GCPE. The inquiry recommends that hospitality professionals introduce GEL to optimize AGI. This study offers theoretical and practical contributions for researchers and practitioners in the hospitality industry.