This research strives to investigate the relationships between internal green marketing orientation (IGMO), and brand citizenship behavior (BCB). At the same time, the study tested organizational pride (OP) as a mediator between IGMO and BCB, and individual green values (IGV) were examined as moderator in the connection between IGMO and OP and OP and BCB. Integrating social identity theory and social exchange theories, a quantitative research-based methodology was adopted with PLS-SEM to analyze the obtained data from 328 hotel and tourist companies' employees. The results show that IGMO positively affects BCB and OP; in return, OP mediated the association between IGMO and BCB. The results also approved the positive moderation effects of the IGV on the association between IGMO and OP, and OP and BC. In the context of the tourism and hospitality sector, the study discusses the implications that these results have for both research and practice.
The results also approved the positive moderation effects of the IGV on the association between IGMO and OP, and OP and BC. In the context of the tourism and hospitality sector, the study discusses the implications that these results have for both research and practice.