Catalyzing green internal branding in the tourism and hospitality businesses: mediation analysis

Purpose This study aims to examine how green internal branding (GIB) is affected by green transformational leadership (GTL). It also explores green work engagement (GWE) and green organizational citizenship behavior (GOCB) as mediators. Design/methodology/approach Full-time employees of the category (A) travel agencies and five-star hotels operating in Egypt were investigated. Using WarpPLS 7.0, a PLS-SEM analysis was conducted on 475 valid replies collected. Findings The findings indicated that there is a positive relationship between GTL with GIB, GWE and GOCB. In addition, positive relationships between GWE and GOCB with GIB also existed. Findings also reported that GWE and GOCB mediate the relationship between GTL and GIB. Originality/value This study makes a novel contribution by enriching research on the impact of GTL on GWE, GOCB and GIB, areas still underexplored in Egypt. While no prior empirical research has linked these elements within the context of Egyptian hotels and travel agencies, this study bridges that gap. It highlights how applying GIB extends social exchange theory to sustainability practices, reframing the employee–employer relationship to emphasize shared environmental values and mutual commitment. By empirically investigating these links, the study not only integrates leadership, organizational citizenship behavior, work engagement and internal branding within the green context but also positions sustainability as a strategic imperative for the Egyptian tourism and hospitality industry.