Bridging green organizational identity and green creativity through knowledge sharing in companies in the tourism and hospitality industry

Abstract

This study investigates the relationship between Green Organizational Identity (GOI), Green Knowledge Sharing (GKS), and Green Creativity (GC) within businesses operating in the tourism and hospitality industries of Ho Chi Minh City. With a growing emphasis on sustainable practices, the research seeks to demonstrate how a well-established Green Organizational Identity (GOI) fosters environmentally driven creativity, with Green Knowledge Sharing acting as a key mediating factor. A mixed-method approach was adopted, starting with preliminary research to identify and refine 16 relevant observation variables for developing a reliable measurement scale. This was followed by quantitative research employing a convenience sampling method, collecting data from 249 respondents across diverse organizations. The data were analyzed using SmartPLS 4.0 software, enabling an in-depth evaluation of the proposed hypotheses. The findings reveal that a strong Green Organizational Identity (GOI) has a significant positive impact on Green Creativity (GC), with Green Knowledge Sharing (GKS) playing a mediating role in this relationship. This study enriches the existing literature by providing fresh insights into how organizational identity fosters innovation in sustainability practices. From a practical perspective, it offers strategic recommendations for managers in the tourism and hospitality industries to enhance Green Creativity (GC) and organizational performance through effective Green Knowledge Sharing (GKS). Furthermore, the research highlights actionable strategies for organizations to achieve a competitive advantage through environmental initiatives. Ultimately, this study underscores the importance of organizations developing a strong green identity and creating a supportive environment for knowledge sharing to enhance creativity and innovation in sustainable practices