The interplay of green capabilities, organizational culture and green marketing strategy to explain green competitive advantage

Arej Alhemimah, Murad Ali, Saeed Badghish, Hengky Latan and Ana Beatriz Lopes de Sousa Jabbour
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Arej Alhemimah: KAU - King Abdul Aziz University
Murad Ali: Northumbria University [Newcastle]
Saeed Badghish: KAU - King Abdul Aziz University
Hengky Latan: FTD Institute
Ana Beatriz Lopes de Sousa Jabbour: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Purpose This study examines the dynamic capability and resource-based view theories in the context of the tourism and hospitality industry, examining how the green dynamic capabilities of firms interact with green marketing strategies to influence their level of green competitive advantage under the boundary condition of the green organizational culture of Saudi Arabia's tourism and hospitality sector. Design/methodology/approach Using multi-sourced and three-wave time-lagged data from 136 managers and their subordinates within the Saudi Arabian tourism industry to test the hypotheses. Findings The results reveal that all hypotheses were accepted, affirming the direct, mediating, moderating and moderated mediating associations among green dynamic capabilities, green marketing strategies, green organizational culture and green competitive advantage. Originality/value This study offers valuable insights for practitioners and policymakers seeking to enhance the sustainability performance and competitive advantage of firms in the ever-evolving tourism sector.

Keywords: Green dynamic capability; Green marketing strategy; Green competitive advantage; Tourism hospitality; Saudi Arabia (search for similar items in EconPapers)
Date: 2025-01-01
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Published in Journal of Economic and Administrative Sciences, 2025, ⟨10.1108/JEAS-04-2024-0107⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04981220

DOI: 10.1108/JEAS-04-2024-0107

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