Unravelling green innovative behavior in pilgrimage tourism: the role of learning climate and green self-efficacy

This study assesses the impact of spiritual adherence on green innovative behavior in pilgrimage tourism contexts. From the notion of COR (conservation of resource) theory, the research examines how green self-efficacy and learning climate influence the relationship between spiritual adherence and green innovative behavior. The researcher gathered data from 362 pilgrims and then conducted a mediation and mediation–moderation path analysis as part of a two-step structural equation modeling approach. The results showed that spiritual adherence positively influenced green innovative behavior, and the association was partially mediated by green self-efficacy and moderated by perceived learning climate. To explain the tested hypotheses, this study used semi-structured interviews and media sources to supplement the quantitative results and further explore pilgrims’ experience with and engagement in green innovative behavior. This study extends our comprehension that how spirituality promotes green innovative behavior, thus contributing to the limited research on sustainability issues in emerging economies and tourism markets, including those in Africa. Lastly, this study offers implications for theory and practice and directions for future research.