Green Innovation Behavior: Examining the Role of Intellectual Capital, Environmental Innovation, and Green Technology in Green Marketing with the Moderating Role of Green Governance

Document Type : Research Paper

Authors

1 MSc. Student of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

2 Associate Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

3 Assistant Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

10.30473/ee.2025.71172.2735

Abstract

The purpose of this research is to investigate the role of intellectual capital, environmental innovation and green technology innovation on green marketing and green innovation behavior with the moderating role of green governance in the hotel industry. This study is applied in terms of purpose, descriptive and survey method. The statistical population of the research is all the employees of the top hotels in Urmia and Tabriz. Based on the collected information, their total number was 680, and according to Morgan’s table, 245 people were selected through stratified random sampling. However, to ensure reliability and compensate for possible non-responses, 300 questionnaires were distributed among hotels in Urmia and Tabriz. Data analysis was performed using structural equation modeling using SPSS 22 and SmartPLS 3 software. The research findings showed that intellectual capital, environmental innovation and green technology innovation have a positive effect on green innovation behavior and green marketing. In addition, green marketing has a positive effect on green consumer behavior. Finally, green governance moderates the relationship between green marketing and green innovation behavior. This study extends the environmental management literature and suggests actions for the hotel industry to enhance organizational capabilities to address environmental issues through innovative green initiatives. In addition, the mediation results of the hypotheses were also confirmed.

Keywords

Main Subjects

References

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Journals of Environmental Education and Sustainable Development
Volume 14, Issue 1
October 2025
Pages 45-62

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