Top management team's green entrepreneurial attitude and its influence on green ebusiness adoption: empirical evidence from tour operators in Tanzania.

This study assessed the influence of top management team's green entrepreneurial attitudes on green e-business adoption. A multiple regression analysis was run to a sample of 148 tour operators, from Arusha, Kilimanajaro, Dar es Salaam and Unguja-Zanzibar. Interview responses were analysed using content analysis. The study revealed a positive and significant influence of managerial green entrepreneurial attitude (in terms of green affection, green cognition and green conation) on green eBusiness adoption. While some top management members were very positive towards green eBusiness adoption, several could not attach any value with their competitiveness. Prevalence of green washing was revealed, as an attempt for companies to overcome emerging green market pressures. The study highlights ecological practical business implications, which are in line with the SMEs generic characteristics in order to cultivate a positive green attitude that favours a triple bottom line of economical, social and environmental sustainable development. [ABSTRACT FROM AUTHOR]