The greater the incentives, the better the effect? Interactive moderating effects on the relationship between green motivation and green creativity

Purpose This study aims to address the gap in hospitality and tourism (H&T) research concerning green creativity (GC) and seeks to identify the ways in which the interaction between spiritual incentives (SI) and material incentives (MI) affects the relationships among green intrinsic motivation (GIM), green extrinsic motivation (GEM) and GC. Design/methodology/approach In accordance with the preferred reporting items for systematic reviews and meta-analyses (PRISMA) guidelines, this paper examines studies related to GC in the H&T industry and analyses them using content analysis and critical analysis. Findings By integrating self-determination theory and the componential theory of creativity, this study enhances the understanding of the interactive moderating role played by SI and MI in the relationship between green motivation and GC. When the level of SI is high and the level of MI is low, GIM has the strongest positive impact on GC. When the levels of MI and SI are both high, GEM has the strongest positive effect on GC. Practical implications In practical terms, “high SI-low MI” is the optimal combination for achieving high GC and promoting sustainable long-term green-oriented incentives. Originality/value To the best of the authors’ knowledge, this paper represents the first investigation of the interactive moderating effects of SI and MI on the relationships among GIM, GEM and GC, thus enriching the research on the factors influencing green motivation and GC. In addition, this paper proposes a better decision-making basis for organizations facing a green-oriented incentive situation, according to which “high SI-low MI” can facilitate the achievement of high GC at a low cost.