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Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.

This study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.

The findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.

This study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

This study aims to provide novel insight into cognitive and emotional factors contributing to green customer citizenship behaviours, as mediated by green attitudes in general and moderated by culture.

The investigation was guided by the “value attitude behaviour hierarchy” and green customer emotions, which served as a framework for understanding the mediating effect of attitude on the relationships between cognitive and emotional factors (green consumption values and emotional affinity towards nature) and customer citizenship advocacy and feedback behaviours. Data was obtained from respondents in the USA and South Korea. Multi-group confirmatory factor analysis, structural equation modelling, bootstrapping and Wald tests were performed to conclude on the model and verify the moderating effect of culture on the indirect effects established.

In both countries, green consumption values and emotional affinity towards nature positively influence green attitudes and stimulate feedback behaviour. Green attitudes only predict advocacy in the USA. Culture moderates the majority of the indirect effects examined.

The model presents a novel approach to stimulate green advocacy and feedback behaviours and may aid firms in closing the “green gap” and co-create value with customers. Firms could profit from customers advocating the benefits of green purchasing to other customers and providing feedback on interventions required that will convince reluctant customers to make a purchase.

This study offers a multicultural perspective on the connection between a novel set of cognitive and emotional factors and green customer citizenship advocacy and feedback behaviours that may directly and indirectly influence green purchasing, value co-creation and closing of the “green gap”.

Transformational leadership has caught the significant attention of many academic scholars in the leadership domain. In recent studies, emphasis has been given on green transformational leaders who empower their subordinates, which, in turn, leads to employees’ discretionary behavior toward environmental management of the organization, which has been denoted as organizational environmental citizenship behavior. Organizational citizenship behavior has been strongly advocated as a means to improve the environmental performance of organizations. A green transformational leader encourages his subordinates to undertake activities that are beneficial to the organization’s environmental management, such as thinking about the sustainable development of the organization, solving environmental problems and contributing to the firm’s environmental performance. This study aims to investigate the domain of environmental leadership by examining the mechanism and conditions under which green transformational leaders induce organizational environmental citizenship behavior.

Information technology (IT) firms across four major cities in India were considered for the survey to examine the proposed hypotheses. Online questionnaires were shared with 1,286 employees working across seven branches of IT companies. A total of 378 respondents completed the survey, but only 293 questionnaires were suitable for further analysis using structural equation modeling.

The findings of the study show that green transformational leadership promotes green empowerment and organizational citizenship behaviors toward the environment (OCBE) among the employees. It also reveals that environmental passion plays a key role in promoting eco-initiative and eco-helping behavior among the employees when they are empowered for green practices. Also, the influence of resource commitment fosters eco-civic engagement among the employees.

Results hold strong implications for human resource managers on how green transformational leadership approaches can help trigger organizational citizenship behavior among employees. Also, understanding the impact of green empowerment on employees’ involvement in extra-role behavior will help organizations to develop strategies to strengthen their sense of empowerment toward green practices.

This study attempts to investigate the impact of green transformational leadership on employees’ OCBE and the mechanisms through and conditions under which green transformational leadership may impact the indicators of OCBE. The study proposes a mechanism and social and psychological conditions that can potentially explain the linkages between green transformational leadership and OCBE: green empowerment, resource commitment and environmental passion.

Awareness of environmental and environmental ethical behaviours are increasing day by day in the hospitality sector. Concepts are examined more and more from the “green” point of view. This study aims to reveal the impact of green transformational leadership on green creativity and the mediating effects of green organizational citizenship behaviours in the relationship between green transformational leadership and green creativity in the context of hospitality.

This study was designed according to the quantitative approach. Hotel employees in Istanbul, Turkey (N = 201) provided data later analysed in three stages. First, JAMOVI software outputs provided descriptive statistics. Second, confirmatory factor analyses ensured the validity of the research. Third, SmartPLS was used to test the hypotheses of the study.

The results revealed that green transformational leadership positively affects employees' green creativity and green organizational citizenship behaviours. Moreover, green organizational citizenship behaviours partially mediate the relationship between green transformational leadership and green creativity.

To the best of our knowledge, no research examines the mediating effect of green organizational citizenship behaviours in the relationship between green transformational leadership and green creativity. This research will contribute to the relevant literature by filling this gap. This study is original in its attempt to reveal the nature of green organizational behaviours of hospitality employees. It contributes to the literature on green transformational leadership, green creativity and green organizational citizenship behaviours.

Drawing on the Ability–Motivation–Opportunity (AMO) theory, this study aims to test the effect of green human resource management (G-HRM) on green organizational citizenship behavior (G-OCB) taking into consideration green culture as the mediator and green values as the moderator.

Valid data from 240 entities collected in Taiwan were analyzed to test the five hypotheses. The valid data were analyzed using confirmatory factor model, correlation analysis, structural equation modeling and bootstrapping analysis.

The results for all relationships show significant associations. G-HRM is significantly associated with G-OCB and green culture, while green culture is significantly related to G-OCB. The mediating effect of green culture on the G-HRM-G-OCB relationship is significant. The moderating effect of green values on the green culture–G-OCB relationship is significant.

The originality of this study lies in being one of the first study in an advanced emerging economy utilizing the AMO theory.

Drawing upon the stimulus–organism–response (S-O-R) model, the purpose of this study is to examine how perceptions of young customers towards the green image of trendy coffee cafés affect their environmental and product attitudes, and subsequently their citizenship behaviour as well as intention to re-patronage. The mediating effect of customer citizenship behaviour (CCB) is also assessed.

The instrument was developed by adapting measurement from the past studies. Using the purposive sampling technique, data were collected online from 207 young customers in Malaysia who frequented the cafés. Partial least squares structural equation modelling (PLS-SEM) was used to perform path modelling and mediation analyses.

The findings show that green image stimulates both customers’ environmental attitude and product attitude. Although product attitude is found to have a dominant effect on CCB, the impact of environmental attitude on CCB and re-patronage intention is worth noting. Moreover, advocacy and tolerance significantly mediate the relationship between product attitude and re-patronage intention.

This study advances the consumer behaviour literature by determining the influence of green image on two forms of attitudes as well as the mediating role of the multi-dimensional CCB between attitudes and intention to re-patronage trendy coffee cafés among young customers. While the findings confirm the importance of product attitude and the relevance of advocacy and tolerance in relation to re-patronage, the study also highlights the growing awareness of green image among young customers and its implications on knowledge and practice.

Drawing on affective events theory (AET), this study aims to examine how green human resource management (GHRM) practices influence employees' environmental commitment (EEC) and organizational citizenship behavior for the environment (OCBE) through the mediating role of harmonious environmental passion (HEP).

Time-lagged and multisource data were collected from employee–coworker dyads (n = 231) working in manufacturing companies. The data were analyzed using the partial least squares (PLS) structural equation modeling (SEM) technique.

Results revealed that GHRM practices predicted both EEC and OCBE significantly. Further, HEP partially mediated the relationship of GHRM practices with EEC and OCBE.

This study provides new insights towards the unattended affective processes that underlie the link between GHRM practices and green employee outcomes through a coherent theoretical lens of AET. It spotlights that implementing GHRM practices as a strategic choice helps evoke HEP among employees, which is an essential determinant of employees' eco-friendly attitude and behavior.

The purpose of this research is to examine how firms can build collective organisational citizenship behaviour towards the environment (OCBE) from green human resource management (GHRM) practices. The study tests how the three main aspects of GHRM, namely green abilities, green motivation and green opportunities, give rise to the enablers of green culture (EGC). The study further tests how each of the EGC (leadership emphasis, message credibility, peer involvement and employee empowerment) leads to the development of OCBE at the organisational level of analysis.

Data were collected from Taiwanese manufacturing companies with a target of departmental heads. The authors managed to get 284 valid responses and analysed the data using path analysis on Stata12.

The study findings suggest that GHRM practices that include developing green abilities, green motivation and green opportunities support the development of the EGC. The EGC include leadership emphasis, message credibility, peer involvement and employee empowerment. It was, however, found that green abilities do not support the development of message credibility. It was further found the EGC lead to the development of collective OCBE except for peer involvement.

The authors propose an original concept of EGC in the context of Taiwanese manufacturing firms. This paper is amongst the pioneer papers to test the OCBE at organisational level. The authors also develop an integrated conceptual framework upon which firms can use in order to build OCBE at organisational level. Previous studies have examined OCBEs at employee/individual level.

There is a growing need to promote and practice sustainable HRM to foster greener organizations with trained employees who have an attitude and behavior to preserve depleting resources. The purpose of this study is to highlight the importance of sustainable green human resource management (Green HRM) practices along with organizational identification (OI) as a mediating factor and perceived organizational support (POS) as a moderating factor.

Quantitative methodology was used, and the data were collected from 311 employees working in telecommunication organizations located in the twin cities of Rawalpindi and Islamabad, Pakistan. Results of the study are based on the structural equation modeling technique using Smart-PLS.

Findings revealed that OI proved to be a significant positive mediator between Green HRM and organizational citizenship behaviors for the environment. POS also proved to be a significant moderator on the relationship between Green HRM and OI.

The study is limited to the two cities of Pakistan; future studies can focus on more cities so that the results can be more generalized.

This study will especially be useful for HR practitioners to develop mechanisms to initiate and encourage sustainable HR practices.

Organizations’ positive position is established through the inculcation of green activities among their employees. Thus, a sense of responsibility and attachment among employees toward green behavior makes them good citizens. It also works well for their organization as well as for the environment. Moreover, it preserves environmental resources and helps ensure sustainability.

The research paper was aimed at exploring the importance of sustainable Green HRM practices in a developing country like Pakistan.