Title: Examining the pathways to success: investigating the mediating role of green innovation in the relationship between green entrepreneurial orientation, green organisational culture, and competitive advantage in the hotel industry

Authors: R. Manigandan; J. Naga Venkata Raghuram

Addresses: VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamil Nadu – 632014, India ' VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamil Nadu – 632014, India

Abstract: The study aims to investigate the mediating effect of green innovation in the relationship between green entrepreneurial orientation, green organisational culture, and competitive advantage in the hotel industry in India. The study adopted the resource-based view theory; we proposed a conceptual framework. The data collection was done through a structured online survey. Data was collected from 252 hotel owners and managers sampled in the Tamil Nadu region. The study used a non-probability purposive sampling method. The data analysis through SPSS for descriptive is statistical analysis and hypothesis testing through structural equation modelling in Smart PLS 4.0 software. Further results demonstrate that green innovation positively mediates the relationship between green entrepreneurial orientation, green organisational culture, and competitive advantage. The study contributes to the literature by providing how green innovation, entrepreneurial orientation, and organisational culture can improve the competitive advantage in the hotel industry. This study has numerous theoretical, managerial, and practical implications and future directions.

Keywords: green innovation; green organisational culture; GOC; entrepreneurial orientation; competitive advantage; resource-based view; RBV.

DOI: 10.1504/IJWI.2024.137821

International Journal of Work Innovation, 2024 Vol.5 No.2, pp.99 - 121

Received: 10 Jul 2023
Accepted: 19 Jul 2023
Published online: 05 Apr 2024 *

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