HERSUGONDO, Hersugondo (2025) "Artikel Dr. HERSUGONDO, SE, MM: How and when green capabilities drive sustainability under the boundary condition of environmental attitude". Management of Environmental Quality: An International Journal.

Text (Artikel) Alhemimah et al. 2025 - MEQ.pdf - Published Version Download (1MB)

Abstract

Purpose – This study builds on the natural resource-based view of dynamic capability to explore whether, how
and when green dynamic capabilities(GDCs) contribute to green competitive advantage (GCA). Specifically, it
investigates the role of marketing innovation capability (MIC) as a mediator and the effect of environmental
attitudes (EA) as a moderator in this relationship.
Design/methodology/approach – A quantitative design and deductive approach were employed using a threewave time-lagged dataset collected from 218 managers and their subordinates to examine hypothesized
relationships using IBM SPSS 28.0 and the PROCESS macro.
Findings – The empirical findingsrevealed that MIC mediatesthe positive relationship between GDCs and GCA.
Furthermore, the results indicate that the mediating effect was stronger when EA was high than when it was low.
Originality/value – Thisstudy makes valuable contributionsto the literature by providing empirical evidence of
the interplay between GDCs, MIC and EA in shaping a firm’s GCA. These findings have significant implications
for practitioners and policymakers in the hospitality and tourism industry, emphasizing the importance of
developing GDCs and fostering EA to achieve superior performance through sustainable practices

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