DEVELOPING A FRAMEWORK FOR SCRUTINIZING STRATEGIC GREEN ORIENTATION AND ORGANIZATIONAL PERFORMANCE WITH RELEVANCE TO THE SUSTAINABILITY OF TOURISM INDUSTRY

The purpose of this paper is to review the concept of sustainability, theoretical background and strategic green orientation (SGO) to develop an in-depth understands for the benefit of organizational performance (OP). Theoretical background outlines how triple bottom line and ecological modernization viewpoints relate with SGO and OP towards the sustainability to develop a research framework. The paper discloses a series of gaps in sustainability related theories and empirical research at business organizations and recommends a quantitative research approach and method for an empirical study on SGO of business organizations in tourism industry of Sri Lanka. Proposed study expects that new relationships could be discovered and theorized. This may address identified research gaps and would contribute to the body of knowledge. The findings of proposed research could be useful to future research initiatives on green business modeling for the sustainability in terms of triple bottom line: economic, environmental, and social performance.  Article visualizations