Antecedents of employee service innovation behaviour through the resource-based view

This study applies the Resource-Based View (RBV) to explore how strategic, tactical, and internal green marketing orientations foster employee service innovation behaviour in the hospitality sector. It examines green trust and responsibility feelings as key internal resources and investigates their mediating roles. Using PLS-SEM analysis on 778 responses from Malaysian hotel employees, the findings indicate that internal green marketing orientation significantly enhances green trust and responsibility feelings, which, in turn, positively influence employee service innovation behaviour. By integrating psychological constructs into RBV, this research offers new insights into the role of green marketing in driving organizational sustainability. However, the study does not fully capture broader workplace green behaviours, such as long-term sustainability initiatives, presenting opportunities for future research.