How and when green capabilities drive sustainability under the boundary condition of environmental attitude

Arej Alhemimah; Murad Ali; Saeed Badghish; Alaa Shagagi; Hengky Latan; Hersugondo Hersugondo

doi:10.1108/meq-05-2025-0390

How and when green capabilities drive sustainability under the boundary condition of environmental attitude

Arej Alhemimah, Murad Ali^*, Saeed Badghish, Alaa Shagagi, Hengky Latan, Hersugondo Hersugondo

^*Corresponding author for this work

Newcastle Business School

Research output: Contribution to journal › Article › peer-review

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 three-wave 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 findings revealed that MIC mediates the 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
This study makes valuable contributions to 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.

Original language	English
Pages (from-to)	1-18
Number of pages	18
Journal	Management of Environmental Quality
Early online date	1 Dec 2025
DOIs	https://doi.org/10.1108/meq-05-2025-0390
Publication status	E-pub ahead of print - 1 Dec 2025

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production
SDG 17 Partnerships for the Goals

Keywords

Environmental attitude
Green competitive advantage
Green dynamic capabilities
Hospitality and tourism industry
Marketing innovation capability
Saudi Arabia

Access to Document

10.1108/meq-05-2025-0390

MEQ fileAccepted author manuscript, 484 KBLicence: CC BY

Cite this

@article{7a0554d49ec34a769a5504ac837883f9,

title = "How and when green capabilities drive sustainability under the boundary condition of environmental attitude",

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 three-wave 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 findings revealed that MIC mediates the 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 This study makes valuable contributions to the literature by providing empirical evidence of the interplay between GDCs, MIC and EA in shaping a firm{\textquoteright}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.",

keywords = "Environmental attitude, Green competitive advantage, Green dynamic capabilities, Hospitality and tourism industry, Marketing innovation capability, Saudi Arabia",

author = "Arej Alhemimah and Murad Ali and Saeed Badghish and Alaa Shagagi and Hengky Latan and Hersugondo Hersugondo",

year = "2025",

month = dec,

day = "1",

doi = "10.1108/meq-05-2025-0390",

language = "English",

pages = "1--18",

journal = "Management of Environmental Quality",

issn = "1477-7835",

publisher = "Emerald Publishing",

}

TY - JOUR

T1 - How and when green capabilities drive sustainability under the boundary condition of environmental attitude

AU - Alhemimah, Arej

AU - Ali, Murad

AU - Badghish, Saeed

AU - Shagagi, Alaa

AU - Latan, Hengky

AU - Hersugondo, Hersugondo

PY - 2025/12/1

Y1 - 2025/12/1

N2 - 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 three-wave 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 findings revealed that MIC mediates the 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 This study makes valuable contributions to 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.

AB - 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 three-wave 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 findings revealed that MIC mediates the 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 This study makes valuable contributions to 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.

KW - Environmental attitude

KW - Green competitive advantage

KW - Green dynamic capabilities

KW - Hospitality and tourism industry

KW - Marketing innovation capability

KW - Saudi Arabia

UR - https://www.scopus.com/pages/publications/105024566352

U2 - 10.1108/meq-05-2025-0390

DO - 10.1108/meq-05-2025-0390

M3 - Article

SN - 1477-7835

SP - 1

EP - 18

JO - Management of Environmental Quality

JF - Management of Environmental Quality

ER -

How and when green capabilities drive sustainability under the boundary condition of environmental attitude

Abstract

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

Cite this