Abstract:

Green brand equity (GBE), connected to sustainability, has inspired research primarily focused on consumer behaviours, especially in the hospitality industry. As consumers’ social wavefunction is winding its way around GBE, this research from the modern quantum mechanics perspective, to analyse the “entanglement”, especially how behaviours of internal stakeholders (leaders/employees) with diverse patterns can “collapse” on a strong unified momentum of GBE for the organisation. This approach breaks new ground and demonstrates how transformational leadership’s (TL) “social wavefunction” influences employees’ green mindfulness and behaviours, which then foster GBE. This study conducted a two-phase investigation, including computational models, and the analysis of hypotheses using survey data collected from 215 managers and staff members working in 76 international hotels based in London, United Kingdom (UK), using structural equation modelling (SEM), through SPSS and AMOS. Findings across studies consistently indicated that while TL was pivotal for fostering green brand efforts, employees and managers' green mindfulness and green self-efficacy drive green performance, leading to a higher momentum of GBE. These findings provide implications for strategy and policymaking, strengthening sustainability by a deeper understanding of the impact of social waves’ quantum entanglement.

Please choose your submission type: Full Paper

Primary Track: Performance Management

Keywords: operational performance;strategic control;SDGs

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Ms. Khadija. Yaseen