This research investigates the factors influencing green innovation (GIN) within Saudi Arabian travel agencies, with a particular emphasis on the roles of green human resource management (GHRM), green organizational culture (GOC), and green organizational identity (GOI). Using a random sampling method, 296 employees from Saudi travel agencies participated in the study. The findings highlight that GHRM has a significantly positive impact on GIN, GOC, and GOI. Additionally, GOC and GOI were found to significantly and positively influence GIN. Notably, the study reveals that GOC and GOI act as partial mediators in the relationship between GHRM and GIN. These findings hold significant implications for the travel sector, providing valuable insights for policymakers and industry stakeholders. The research underscores the importance of adopting GHRM practices within travel agencies to foster green behaviors, cultivate environmentally conscious workplaces, and align organizational culture and identity with sustainability goals. By doing so, travel agencies can enhance their capacity for GIN, contributing to a more sustainable future. In summary, this study illuminates the interconnectedness of GHRM, GOC, GOI, and GIN within the unique context of Saudi travel agencies. It offers practical recommendations for enhancing eco-innovation capabilities and promoting sustainability in the travel industry. https://jaauth.journals.ekb.eg / outcomes (e.g., innovation, performance, and job satisfaction) by supporting green values and identity (Bahmani et al., 2023). GHRM is a vital and effective tool for creating and developing outstanding GIN that supports the organization's green outcomes, the support for green behaviors among employees, and adherence to pro-environmental behaviors (Shah & Soomro, 2023).GHRM contributes to maximizing the green capabilities of organizations (Awan et al., 2022). Besides, GHRM increases the green behaviors and participation of employees, improving organizations' green reputation and sustainability. Furthermore, GHRM supports GOC through a green work environment, green practices associated with employees, and task performance (Ahakwa et al., 2021). GOC also plays an influential role in promoting GIN for employees (Khammadee & Ninaroon, 2022).By changing the organization's and its employees' beliefs, practices, and attitudes toward environmental preservation, GHRM adoption aids organizations in fostering a culture of becoming green (Aggarwal & Agarwala, 2022). GHRM supports the organization's capabilities to develop the expertise and awareness of employees who appreciate and understand how to achieve organizational sustainability (Muisyo & Qin, 2021). Sobaih et al. (2020) argue that there needs to be more evidence of the GHRM-GIN linkage in the tourism context. However, organizations are increasingly interested in GIN to preserve the environment. This innovation creates environmental support for organizations.Recently, the various impacts of GHRM on GOC (Aggarwal & Agarwala, 2022), GOI (Liu et al., 2021...