Purpose This study investigates how green innovation (GI) bridges the relationship between green knowledge management, green organizational culture, green organizational identity and corporate sustainable development (CSD) in travel agencies. It also examines the moderating role of opportunity alertness, an underexplored factor in previous literature. Design/methodology/approach Data were collected from 332 travel agency managers using a quantitative approach with a convenience sampling method. Structural equation modeling (PLS-SEM) was employed to test the proposed relationships and analyze the mediating and moderating effects of GI and opportunity alertness, respectively. Findings The results indicate that GI partially mediates the relationship between green knowledge management, green organizational culture, green organizational identity and CSD, significantly improving the prediction of sustainability outcomes. Opportunity alertness further enhances this relationship, emphasizing its importance in sustainability strategies. Practical implications Travel agencies should institutionalize green knowledge management systems, implement low-carbon and digital service innovations and embed environmental values into organizational culture and identity. Strengthening opportunity alertness through continuous environmental scanning further enhances the impact of green innovation on corporate sustainable development. Originality/value This study provides a conceptual framework combining green theories and knowledge management, offering practical insights for tourism organizations seeking to adopt green innovation strategies. It extends existing literature by highlighting the role of opportunity alertness and contributes to advancing environmental, social and economic sustainability in the tourism sector.
Elgarhy et al. (Fri,) studied this question.