Murtaza, Syed HussainKhan, AdnanMustafa, Syed Muhammad2026-01-192026-01-192024Murtaza, S. H., Khan, A., & Mustafa, S. M. (2024). Eco-centric success: Stakeholder approaches to sustainable performance via green improvisation behavior and environmental orientation in the hotel industry. Business Strategy and the Environment, 33(7), 7273-7286. https://doi.org/10.1002/bse.38600964-4733https://hdl.handle.net/10289/17888This study delves into the relationship between green improvisational behavior (GIB), environmental orientation (EO), a green creative climate (GCC), and how they influence the environmental (EP) and social performance (SP) in the hotel industry. Through the perspective of stakeholder theory, the study examines how these factors work together to cultivate an atmosphere. The data was carefully collected through surveys at Pearl Continental Hotels & Resorts branches, a known chain of luxury hotels in Pakistan. Using Structural Equation Modeling for analysis, the study reveals insights for the hospitality industry in promoting a culture that encourages innovative and sustainable practices through environmentally friendly actions. By understanding what drives the development of an environment, hotels can create an organizational culture that supports eco-friendly initiatives. Additionally, this research contributes to existing knowledge by investigating the role of focus in effectively implementing and utilizing practices that promote a green creative climate for improved environmental and social performance within the hotel industry. The results provide implications for practices within hotels and offer theoretical perspectives on the factors driving sustainability efforts in this sector.enThis is an author's accepted manuscript of an article published in the journal Business Strategy and the Environment. © 2024 Wiley.environmental performanceenvironmental orientationgreen creative climategreen improvisational behaviorsocial performancestakeholder theoryJournal Article10.1002/bse.38601099-083635 Commerce, Management, Tourism and Services3504 Commercial Services3506 Marketing3507 Strategy, Management and Organisational Behaviour3508 Tourism3501 Accounting, auditing and accountability3502 Banking, finance and investment3507 Strategy, management and organisational behaviour12 Responsible Consumption and Production