Green mindfulness and green creativity nexus in hospitality industry: examining the effects of green process engagement and CSR

Purpose This study aims to examine the effect of frontline managers’ green mindfulness on their green creativity directly and through green creative process engagement (GCPE). Furthermore, perceived corporate social responsibility (CSR) moderates the link between green mindfulness and GCPE. Design/methodology/approach The data were collected from 592 frontline managers from the hospitality industry of Pakistan. The data were analyzed using Hayes’ PROCESS macro. Findings The findings indicate that green mindfulness has a positive relationship with GCPE and green creativity. Moreover, GCPE mediates the relationship between green mindfulness and green creativity. Perceived CSR also moderates the link between green mindfulness and GCPE. The moderated-mediation effect of perceived CSR is also found to be significant. Research limitations/implications The results imply that mindfully green frontline managers’ cognitive resources provide greater attention toward environmental problems and connectedness to nature, which encourages hospitality service firms’ frontline managers’ green creativity. Originality/value The novelty of the present study is the development and empirical testing of an integrated framework to investigate that when and how green mindfulness affects green creativity.