Abstract
AbstractBased on social identity theory, this study proposes a model to explore the link between the environmental innovation perceived by job seekers and a firm's attractiveness by focusing on the mediating role of pride and the moderating role of moral identity. We tested our hypotheses using two experiments. The results showed that a firm's environmental innovation was related positively to a firm's attractiveness and that this relationship was mediated by job seekers' pride. In addition, moral identity played positive moderating role between environmental innovation and job seekers' pride. The findings of this study provide theoretical contributions and managerial implications that indicate new directions for research related to environmental innovation and a firm's attractiveness.
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