Enhancing green service innovation behavior through green involvement: the role of information technology adoption

Abstract

Purpose

Developing green innovative services is critical to the restaurant industry to achieve significant benefits as well as environmental sustainability. This study aims to explore the mechanisms through which employees’ green involvement can foster green service innovation behavior.

Design/methodology/approach

The data set garnered from employees who worked in restaurants was used to test these mechanisms. A partial least square technique was conducted on this data set.

Findings

The results revealed the employees’ green involvement significantly influences their green service innovation intention, which subsequently influences their green service innovation behavior. Furthermore, information technology (IT) adoption was found to fortify the linkage of employee green involvement with green service innovation intention.

Practical implications

The results suggest to the restaurant industry that awareness of green service innovation and IT adoption practices can help restaurants to develop effective sustainability work practices and meet societal expectations.

Originality/value

This study extends the restaurant management literature by linking the green involvement of restaurant employees to green service innovation intention as well as identifying the moderating role of IT adoption underlying this link.

Citation

Tseng, S.-M. and Octavyaputri, S. (2024), "Enhancing green service innovation behavior through green involvement: the role of information technology adoption", Aslib Journal of Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJIM-11-2023-0497