Unpacking the pathways from green knowledge management to innovation: the mediating role of green motivation and entrepreneurial orientation in tourism and hospitality businesses

Purpose This study investigates the impact of green knowledge management (GKM) on green innovative performance (GIP) in Saudi Arabia's tourism and hospitality sector, with particular emphasis on the mediating roles of green motivation (GM) and green entrepreneurial orientation (GEO). Design/methodology/approach A quantitative research design was employed using data collected from 448 managers and supervisors working in five-star hotels across Saudi Arabia. Structural Equation Modeling (SEM) was applied to test the hypothesized relationships and mediation effects. Findings The results indicate that GKM has a significant direct effect on GIP and also exerts significant positive effects on both GM and GEO. In turn, GM and GEO significantly enhance GIP. Mediation analysis confirms that both variables partially mediate the GKM–GIP relationship, demonstrating that environmental knowledge translates into innovation performance through complementary psychological and strategic pathways. Research limitations/implications The study is limited to five-star hotels within the Saudi Arabian context, which may restrict generalizability. Future research is encouraged to test the model across different industries and geographic regions, adopt longitudinal or multi-source data, and explore potential moderating variables such as organizational culture, leadership style, or regulatory pressure. Practical implications The findings suggest that managers should treat GKM as a strategic innovation infrastructure rather than merely a compliance mechanism. Strengthening employee green motivation through structured HR practices and fostering green entrepreneurial orientation through proactive strategic initiatives can significantly enhance innovation outcomes. An integrated approach that aligns knowledge systems, motivational drivers, and strategic posture is essential for achieving sustained green innovation performance. Social implications By promoting structured green knowledge practices and entrepreneurial engagement, the study contributes to broader sustainability transformation in tourism and hospitality. Enhanced environmental awareness and empowerment of employees may generate positive spillover effects on communities and support long-term sustainable development goals. Originality/value Grounded in the Resource-Based View (RBV), this study develops and empirically validates an integrated mechanism-based framework linking GKM to GIP through dual mediating pathways (GM and GEO). By simultaneously examining psychological and strategic activation mechanisms, the study advances sustainability and innovation literature beyond direct-effect models and provides context-specific evidence from the tourism and hospitality sector.