Technology for sustainability: the impact of Avatar-led Green Training on OCBE and green creativity

Purpose This study evaluates the impact of Avatar-led Green Training on enhancing organizational citizenship behavior for the environment (OCBE) and green creativity among employees in the hospitality sector. This study aims to understand how such innovative training influences green engagement and workplace spirituality, exploring the role of employees’ biospheric values in this context. Design/methodology/approach The research involved implementing Avatar-led Green Training courses for 724 hotel employees, followed by comprehensive online surveys. The collected data were analyzed using partial least squares structural equation modeling to assess the effectiveness and implications of the training. Findings Findings indicate that Avatar-led Green Training significantly enhances green engagement in OCBE, primarily through the development of workplace spirituality. Additionally, the study discovers a moderating effect of biospheric value on the training’s efficacy in fostering workplace spirituality, underlining its critical role in environmental consciousness and creativity. Practical implications This research benefits managers, human resources professionals, senior leaders and employees by enhancing training effectiveness and workplace satisfaction, while also positively impacting the industry’s environmental footprint and reputation. Originality/value This study’s originality lies in its exploration of artificial intelligence (AI)-driven training methods, particularly Avatar-led Green Training, in enhancing OCBE and green creativity in the hospitality sector. It offers a novel perspective on how technology can be leveraged for environmental stewardship and employee engagement.