Growing environmental concerns and increasing pressure to achieve sustainable development have pushed hotels to adopt green innovation as a key strategy for resource management and reducing environmental impacts. Drawing on the Theory of Planned Behavior and the New Environmental Paradigm, this study proposes an integrated model to explain green innovative behavior by simultaneously examining the roles of environmental attitudes and norms, corporate social responsibility, organizational ethical climate, and entrepreneurial leadership. A quantitative research design was employed, and data were collected from 84 managers of urban hotels in Iran. The data were analyzed using partial least squares structural equation modeling. The findings indicate that entrepreneurial leadership, corporate social responsibility, and environmental norms have positive and significant effects on green innovative behavior. In contrast, the direct effect of organizational ethical climate on green innovative behavior was not supported; however, ethical climate was found to positively influence environmental attitudes. The results further reveal the mediating roles of environmental attitudes and environmental norms, as well as the moderating role of organizational ethical climate in strengthening the relationship between entrepreneurial leadership and green innovative behavior. Overall, the findings demonstrate that green innovative behavior in urban hotels emerges from a dynamic interaction among individual, organizational, and managerial factors. This study contributes to the literature on green organizational behavior in the tourism industry and offers important practical implications for hotel managers and urban tourism policymakers seeking to enhance environmental sustainability.