Parallel Mediation and Moderation Between Green Intellectual Capital and Business Sustainability A Case of the Hotel Industry of Twin Cities of Pakistan

Abstract

The purpose of this study was to investigate the impact of green intellectual capital on business sustainability in the hospitality sector of the twin cities of Pakistan. Furthermore, the parallel mediation of green business strategies and green managerial Innovation and moderation of self-efficacy of the management is examined. A total sample size of 219 Respondents was collected through web-based and physical surveys conducted in the three and above-star hotels operating in the twin cities. The data collected was then analyzed through confirmatory factor analysis and structural equational modeling for hypothesis testing. The findings of the study suggested that green intellectual capital has a significant positive relation with business sustainability in the hotel sector of twin cities and green business strategies and green managerial innovation mediates the relationship between the two. Furthermore, this relationship is also moderated through the self-efficacy of the management. This study will provide valuable insights for the managers of the hotel industry to achieve the green philosophy in the true sense.