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The purpose of this study is to examine the role of Generative leadership (GL) in fostering employees toward green creativity (GrCRT) in tourism and hospitality industry. The present study theorized a model with the help of the theory of componential creativity to investigate GL, PGC, and GC as precursors of GrCRT. In addition to positing the direct associations, the model anticipates the mediation effect of PGC and GC on the association between GL and GrCRT. The data collected from a sample of 380 frontline workers in the hospitality industry of Pakistan assessed by their respective 112 supervisors is analyzed using Process macro. Empirical results confirm that GL significantly fosters employees toward GrCRT. Furthermore, results confirm that psychological green climate (PGC) and green commitment (GC) partially mediate the link between GL-GrCRT. Moreover, the results show that serial mediation is positive and significant. This is maidan study to empirically examine a new construct, such as Generative leadership on green creativity in tourism and hospitality. Further, this study is the first one to study the mediating role of psychological green climate and green commitment on the said relationship and validating the theory of componential creativity. Furthermore, this study would be among the few ones that has examined the serial mediation of psychological green climate and green commitment between GL-GrCRT. This study also make valuable contributions to policy makers in the tourism and hospitality industry to understand how they can reduce the environmental footprints through generative leaders who can encourage employees toward green creativity.
Afridi et al. (Sat,) studied this question.