Citation: Elshaer, Ibrahim A., Alaa M. S. Azazz, Chokri Kooli, and Sameh Fayyad. 2023. Green Human Resource Management and Brand Citizenship Behavior in the Hotel Industry: Mediation of Organizational Pride and Individual Green Values as a Moderator. Administrative Sciences 13: 109. https://doi.org/10.3390/ admsci13040109 Received: 16 March 2023 Revised: 5 April 2023 Accepted: 6 April 2023 Published: 8 April 2023 Copyright: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). administrative sciences Article Green Human Resource Management and Brand Citizenship Behavior in the Hotel Industry: Mediation of Organizational Pride and Individual Green Values as a Moderator Ibrahim A. Elshaer 1,2, * , Alaa M. S. Azazz 3,4, * , Chokri Kooli 5 and Sameh Fayyad 2 1 Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi Arabia 2 Hotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt 3 Department of Tourism and Hospitality, Arts College, King Faisal University, Al-Ahsaa 380, Saudi Arabia 4 Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt 5 The Telfer School of Management, The University of Ottawa, 75 Laurier Avenue East, Ottawa, ON K1N 6N5, Canada; Ibm4chk@yahoo.fr * Correspondence: ielshaer@kfu.edu.sa (I.A.E.); aazazz@kfu.edu.sa (A.M.S.A.) Abstract: In recent years, there has been growing awareness of the need for sustainability in the hospitality industry. The hotel industry, in particular, has been identified as a significant contributor to environmental degradation. To address this issue, hotel managers have begun to adopt green human resource management (GHRM) practices to promote sustainable behavior among employees. This research paper explores the relationship between GHRM practices, brand citizenship behavior (BCBs), organizational pride, and individual green values in the hotel industry. The study examines how GHRM practices influence BCB through the mediation of organizational pride and the moderation of individual green values. A survey was conducted with 328 employees from five-star hotels and the obtained data were analyzed using PLS-SEM. The results indicate that GHRM practices positively affect BCB and that this relationship is partially mediated by organizational pride. Furthermore, individual green values were found to moderate the relationship between GHRM practices and BCB, indicating that employees with stronger green values are more likely to exhibit BCB. These findings contribute to the literature on GHRM and BCB and offer insights for hotel managers on how to enhance their sustainability efforts through effective GHRM practices. Keywords: green human resources management; brand citizenship behavior; hotel industry; organi- zational pride; green management; sustainable performance; green values 1. Introduction In the current climate of hotel firms’ rapid growth, increasing competition, and choppy market conditions, hotel businesses are investing more than ever in building solid brands (Eriksson et al. 2022). Due to the “intangibility, inseparability, and heterogeneity” of services, hotel brands differ from other product brands (Xie et al. 2014). As a result, a strong brand is a vital performance driver for any hospitality service firm because it distinguishes its service offerings from its competitors, building guest trust and lowering apparent financial, social, and safety-related risks (Simões and Dibb 2001). Thus, the service delivery conduct of frontline guest-contact staff significantly influences guests’ perceptions of a hotel service brand (Hartline et al. 2000). Therefore, it is not sufficient for service people to merely act in a manner that fulfills the brand’s promise to develop a strong brand for the company; instead, they are urged to go above and beyond their formal in-role performance to meet the expectations of the brand and customers (Pornpitakpan et al. 2017). Here, hotels can resort to employees’ brand citizenship behaviors (BCBs) to use their extra-role behaviors to defend, promote, and enhance the brand. Through BCB, hotel employees, for example, can help solid brand-establishing efforts by discretionary positive word of mouth (extra Adm. Sci. 2023, 13, 109. https://doi.org/10.3390/admsci13040109 https://www.mdpi.com/journal/admsci