LINKING GENERATIVE LEADERSHIP WITH PRO-ENVIRONMENTAL ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A MEDIATED MODEL OF GENERATIVE CONCERN IN THE TOURISM SECTOR OF PAKISTAN

Abstract

This study investigates the impact of Generative Leadership (GL) on Employees’ extra-role behavior (ERBE) for the environment and analyzing the mediating role of Generative Concern (GC). A conceptual model is proposed to explain how generative leadership fosters environmentally responsible behavior among employees, ultimately contributing to a firm’s long-term sustainable advantage. Employing a quantitative, cross-sectional research design, this study adapts standardized scales from prior literature and collects data from 350 executives, managers, and business owners operating within the tourism and hospitality industry. The findings demonstrate that generative leadership significantly promotes employees’ engagement in ERB for environmental sustainability. Furthermore, the results reveal that man–nature orientation (generative concern) serves as a key mediating mechanism in this relationship. This research offers two major contributions: first, it provides empirical evidence to support the strategic role of generative leadership in fostering environmental responsibility among employees; second, it offers practical insights for advancing sustainability efforts within the tourism and hospitality sector.

Keywords:  Generative Leadership, Pro-Environmental Organizational Citizenship Behavior, Tourism Sector Pakistan.