The role of corporate environmentalism in the effect of stakeholder presses on green innovation in hotel enterprises: The case of Istanbul province

This research aims to examine the relationship between stakeholder pressures and green innovation performance and the mediating role of corporate environmentalism in this relationship. This research includes theoretical roadmaps on the strategic management of stakeholder groups and responding to the demands of stakeholders who are influential in developing corporate environmental attitudes, increasing green innovation performance and determining environmental policies of hotel enterprises. In the research, data were collected from 393 senior hotel managers in total by using convenience sampling from non-random sampling methods and the data of 299 managers were included in the analysis. The data were analyzed using SPSS-20 and AMOS-20 statistical package programs. The results of the study reveal that there is a significant relationship between perceived stakeholder pressures and managers' corporate environmentalism attitudes. The influence of regulatory stakeholders was found to be higher than that of other stakeholders. In addition, unlike the results of previous studies, this research shows that the relationship between pressure from organizational stakeholders (competitors, customers, suppliers, shareholders, employees) and media stakeholders and managers' corporate environmentalism attitudes is not significant. This finding suggests that enterprises focus more on the expectations of regulatory stakeholders (laws and regulations, government environmental policies, etc.) and comply with these regulations. Therefore, regulatory stakeholders may have a more direct and strong influence on enterprises. Finally, the mediating role of corporate environmentalism in the relationship between stakeholder pressures and green innovation was examined. According to the findings of the study, it was determined that corporate environmentalism has a full mediating role in the relationship between stakeholder pressures and green innovation. This result shows that managers' corporate environmentalism attitudes and behaviors play a key role in mediating the effect of stakeholder pressures on green innovation. Recent studies have focused on the antecedents of green innovation and emphasized the role of organization-level factors and senior managers. At this point, it is suggested that a more detailed and comprehensive examination of the factors affecting environmental management and green innovation of enterprises is recommended in order to create a more comprehensive understanding in both academic and management fields.