Green Human Resource Management and Brand Citizenship Behavior in the Hotel Industry: Mediation of Organizational Pride and Individual Green Values as a Moderator

Ibrahim A. Elshaer (), Alaa M. S. Azazz (), Chokri Kooli and Sameh Fayyad
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Ibrahim A. Elshaer: Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi Arabia
Alaa M. S. Azazz: Department of Tourism and Hospitality, Arts College, King Faisal University, Al-Ahsaa 380, Saudi Arabia
Chokri Kooli: The Telfer School of Management, The University of Ottawa, 75 Laurier Avenue East, Ottawa, ON K1N 6N5, Canada
Sameh Fayyad: Hotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt

Administrative Sciences, 2023, vol. 13, issue 4, 1-16

Abstract: In recent years, there has been growing awareness of the need for sustainability in the hospitality industry. The hotel industry, in particular, has been identified as a significant contributor to environmental degradation. To address this issue, hotel managers have begun to adopt green human resource management (GHRM) practices to promote sustainable behavior among employees. This research paper explores the relationship between GHRM practices, brand citizenship behavior (BCBs), organizational pride, and individual green values in the hotel industry. The study examines how GHRM practices influence BCB through the mediation of organizational pride and the moderation of individual green values. A survey was conducted with 328 employees from five-star hotels and the obtained data were analyzed using PLS-SEM. The results indicate that GHRM practices positively affect BCB and that this relationship is partially mediated by organizational pride. Furthermore, individual green values were found to moderate the relationship between GHRM practices and BCB, indicating that employees with stronger green values are more likely to exhibit BCB. These findings contribute to the literature on GHRM and BCB and offer insights for hotel managers on how to enhance their sustainability efforts through effective GHRM practices.

Keywords: green human resources management; brand citizenship behavior; hotel industry; organizational pride; green management; sustainable performance; green values (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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