From Green Demand to Green Skills: The Role of Consumers in Shaping Sustainable Workforce Competencies

As sustainability becomes central to tourism, tourists are no longer passive consumers but active stakeholders who influence organizational behavior. This study investigates how green consumer behavior (GCB) shapes expectations for employee green competencies (GSE) and organizational sustainability strategies (OSS). Data were collected through a structured survey of 326 domestic tourists in Albania. Green Skills Expectation (GSE) was modeled as a latent construct derived from green loyalty and willingness to support sustainability. Statistical analyses included exploratory factor analysis (EFA), K-means clustering, and structural equation modeling (SEM). Results GCB significantly predicted both OSS and GSE, confirming that green minded tourists influence how organization’s structure and communicate their sustainability practices. Cluster analysis identified two consumer profiles: eco-committed tourists and adaptive green supporters, with the former showing stronger expectations for employee level sustainability competencies. Implications: The findings highlight tourists’ growing influence over workforce development and HR strategy in tourism. Organizations must align internal competencies with market expectations, especially as consumer trust increasingly depends on the visible presence of sustainability values in frontline employees.