This study investigates the mechanisms through which employees’ green behavioural intention (GBI) translates into employee in-role green behaviour (EGB-IR) in the hospitality sector. Drawing on the Theory of Planned Behaviour (TPB) and the Value-Belief Norm (VBN) theory, we propose an extended model that incorporates four contextual mediators —customers’ environmental attitudes (CEAs), coworkers’ green work climate (CGWC), supervisors’ commitment to the environment (SCE), and environmental organisational policy (EOP)—to explain how the relationship between intentions and behaviours is mediated by these social and organisational factors. Data were collected through a self-administered survey of 497 employees from hotels located in the Canary Islands, a recognised coastal tourism destination facing relevant environmental challenges. The proposed relationships were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results confirm that GBI significantly predicts in-role green behaviour (EGB-IR), and all four contextual factors partially mediate this relationship. Among them, EOP and CGWC emerged as the most influential mediators. These findings underscore the importance of aligning individual motivation with supportive workplace environments to foster consistent sustainable practices in hospitality organisations. This research contributes to the growing literature on green behaviours in hospitality by empirically validating a multilevel TPB-VBN-theory-based framework and highlighting key points for hotel managers aiming to strengthen their environmental commitment through employee engagement.

This study investigates the impact of green human resource management (GHRM) practices on employee green behavioural intention (GBI) and in‐role green behaviour (EGB‐IR) in the hospitality sector. Drawing on conservation of resources (COR) theory, we examine the mediating roles of job satisfaction and employee well‐being as psychological resources activated by GHRM. Survey data from 536 hotel employees in the Canary Islands were analysed using consistent partial least squares structural equation modelling (PLSc‐SEM). The results show that GHRM significantly enhances both GBI and EGB‐IR, with job satisfaction playing a key mediating role. While GHRM also increases employee well‐being, this construct does not mediate the relationship with actual green behaviour, suggesting potential limitations in its capacity to trigger voluntary sustainability actions under high‐pressure work conditions. Mediation analysis further confirms that job satisfaction serves as a more robust psychological mechanism than employee well‐being for translating green intentions into actual environmental behaviours. These findings highlight the need to align environmental strategies with human sustainability and reinforce the importance of psychological enablers in fostering behavioural change. This is especially relevant in the hospitality industry, where employees are both strategic actors and sustainability ambassadors in a sector facing critical environmental challenges.