Abstract
ABSTRACT Green technology innovation is a vital strategic driver for the sustainable development of an organization and is pitched toward energy conservation, pollution mitigation, and waste recycling. This study investigates the influence of the green technology orientation of the top management on a hotel’s green competitive advantage. It considers the effects of green human capital, green structural capital, and green relational capital. It adopts a partial least square structural equation model (PLS-SEM) to test hypotheses using 380 data samples from top employees of hotels in the USA. The statistical results show that corporate environmental ethics, stakeholder pressure, and market demand for green processes positively affect green technology involvement. Furthermore, findings of green human and structural capital positively affect green competitive advantage. The study sheds light on the significance of green competitive advantage in the hotel industry while providing novel perspectives on the deficiencies and vulnerabilities of the competitive hotel business.
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