From Green Culture to Innovation: How Internal Marketing Drives Sustainable Performance in Hospitality
Bibliographic record
Abstract
As environmental sustainability becomes a strategic priority for the hospitality sector, firms are increasingly adopting internal green marketing (IGM) practices to drive innovation. This study investigates how IGM influences innovative performance (IP) among hotel employees, focusing on the mediating roles of pro-environmental behavior (PEB) and internal green values (IGV). Drawing on data from 400 hotel employees in Egypt and analyzed using partial least squares structural equation modeling (PLS-SEM), the results reveal that while IGM significantly enhances PEB and IGV, it does not directly improve innovative performance. Instead, IGV and PEB fully mediate the relationship between IGM and IP, highlighting that innovation emerges primarily through value-driven behavior and organizational culture. These findings contribute to the sustainability and innovation literature by proposing a validated model that explains how internal marketing mechanisms foster eco-innovation. The study offers practical implications for hotel managers aiming to cultivate a sustainability-oriented culture and embed green values into daily operations to support long-term innovation.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.004 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.004 | 0.001 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".