Abstract
Sustainability concerns are becoming pressing in the hospitality sector, which requires incorporating the green innovation approach to yield excellent business performance and preserve the environment. However, the drivers that underpin green innovation have yet to be comprehensively established. This study aims to examine the drivers of green innovation and investigate top management support as a moderator. Data were sourced from 121 eco-friendly hotels, which comprised 276 respondents analyzed with SEM-PLS. The results demonstrated that embedding environmental strategies significantly affected top management support and green innovation. In addition, the results notably denoted that top management support mediated and moderated the relationship between environmental strategies and green innovation. This paper also discusses the theoretical and managerial implications in further detail.
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