Antecedents of green innovation in Saudi travel agencies: a dual mediation examination

Abstract EN

This research investigates the factors influencing green innovation (GIN) within Saudi Arabian travel agencies, with a particular emphasis on the roles of green human resource management (GHRM), green organizational culture (GOC), and green organizational identity (GOI).

using a random sampling method, 296 employees from Saudi travel agencies participated in the study.

the findings highlight that GHRM has a significantly positive impact on GIN, GOC, and GOI.

additionally, GOC and GOI were found to significantly and positively influence GIN.

notably, the study reveals that GOC and GOI act as partial mediators in the relationship between GHRM and GIN.

these findings hold significant implications for the travel sector, providing valuable insights for policymakers and industry stakeholders.

the research underscores the importance of adopting GHRM practices within travel agencies to foster green behaviors, cultivate environmentally conscious workplaces, and align organizational culture and identity with sustainability goals.

by doing so, travel agencies can enhance their capacity for GIN, contributing to a more sustainable future.

in summary, this study illuminates the interconnectedness of GHRM, GOC, GOI, and GIN within the unique context of Saudi travel agencies.

it offers practical recommendations for enhancing eco-innovation capabilities and promoting sustainability in the travel industry.