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Adm. Sci., Volume 15, Issue 8 (August 2025) – 1 article

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16 pages, 584 KiB  
Article
From Green Culture to Innovation: How Internal Marketing Drives Sustainable Performance in Hospitality
by Ibrahim A. Elshaer, Chokri Kooli and Alaa M. S. Azazz
Adm. Sci. 2025, 15(8), 286; https://doi.org/10.3390/admsci15080286 (registering DOI) - 22 Jul 2025
Abstract
As environmental sustainability becomes a strategic priority for the hospitality sector, firms are increasingly adopting internal green marketing (IGM) practices to drive innovation. This study investigates how IGM influences innovative performance (IP) among hotel employees, focusing on the mediating roles of pro-environmental behavior [...] Read more.
As environmental sustainability becomes a strategic priority for the hospitality sector, firms are increasingly adopting internal green marketing (IGM) practices to drive innovation. This study investigates how IGM influences innovative performance (IP) among hotel employees, focusing on the mediating roles of pro-environmental behavior (PEB) and internal green values (IGV). Drawing on data from 400 hotel employees in Egypt and analyzed using partial least squares structural equation modeling (PLS-SEM), the results reveal that while IGM significantly enhances PEB and IGV, it does not directly improve innovative performance. Instead, IGV and PEB fully mediate the relationship between IGM and IP, highlighting that innovation emerges primarily through value-driven behavior and organizational culture. These findings contribute to the sustainability and innovation literature by proposing a validated model that explains how internal marketing mechanisms foster eco-innovation. The study offers practical implications for hotel managers aiming to cultivate a sustainability-oriented culture and embed green values into daily operations to support long-term innovation. Full article
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