The effect of green attitude on creative green behavior and interest in the environment with the mediating role of green entrepreneurial orientation in the tourism industry of Mazandaran province

Subject Areas : environmental management

hosein  rahimi kelor ¹ (Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili University, Ardabil, Iran. *(Corresponding Auther))
iman  ghasemi hamedani ² (PhD Student in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. )

Received: 2022-05-06 Accepted : 2022-07-13 Published : 2024-03-20

Keywords: Green Attitude, Green Creative Behavior, Green Entrepreneurial Orientation, Environmental Interest.,

Abstract :

Background and Objective: The aim of this study was to investigate the effect of green attitude on creative green behavior and interest in the environment by considering the mediating role of green entrepreneurial orientation in the tourism industry. Material and Methodology: This study is an applied goal in terms of implementation method in the form of a descriptive-survey research with a cross-sectional approach. The statistical population of the study is all employees of tourism companies in Mazandaran province, of which a sample of 384 people has been selected using the Cochran's formula. In this study, to collect information to test the hypotheses, a researcher-made questionnaire adapted from Lou (2021) study, including 6 dimensions and 32 questions, was used, which was compiled based on a five-point Likert scale. The validity of the questionnaire was confirmed using the content validity method. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated. Cronbach's alpha coefficient was more than 0.7, which indicates that the questionnaire has good reliability. Findings: The findings of the research hypotheses test showed that green attitude has a positive and significant effect on green entrepreneurial orientation and green creative behavior; Green entrepreneurial orientation has a positive and significant effect on environmental interest and green creative behavior. In addition, it was found that green entrepreneurial orientation, the relationship between green attitude and green creative behavior; And environmental interest mediates the relationship between green entrepreneurial orientation and green creative behavior. Disscusion and Conclusion: The results obtained in this research indicate the importance and influence of the organization's green attitude and orientation in the employees' green creative behaviors. In this research, theories of planned behavior and complementary sources have been used to create a new conceptual framework.

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