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Environmental sustainability of tour companies may commence with eco-initiatives from employees. Nonetheless, mechanisms underlying individual-level green creativity have not been fully understood. This research aims to unravel how and when green entrepreneurial orientation activates green creative behavior among tourism employees. This study garnered data from employees and managers from tour operators operating in an Asia-Pacific emerging market and analyzed them via multi-level structural equation modelling. The results reveal the positive linkage between green entrepreneurial orientation and employees’ green creative behavior through the dual mediation paths of green creative self-efficacy and harmonious environmental passion. Quality of green communication exerts a moderating impact on the associations of green entrepreneurial orientation with green creative self-efficacy and harmonious environmental passion. Our inquiry not only extends entrepreneurship to the green management realm but likewise brings together entrepreneurship and green creativity toward the tourism discipline. On the basis of our findings, to create sustainable tourism services, organizations in the tourism industry should promote employees’ green creativity via cultivating green entrepreneurial orientation.
Lưu Trọng Tuấn (Tue,) studied this question.