Abstract
In this study, expectancy–valence theory was used from the perspective of corporate green management to investigate green shared vision (GSV). Moreover, organizational identity theory and psychological ownership theory were combined to propose an integrated conceptual framework. To fill research gaps, an investigation was also conducted with frontline R & D and sales employees to further examine the effect of GSV on organization members’ psychology and behavior. The research results indicate that when under the following circumstances, corporate members can enhance organizational citizenship behavior for the environment (OCBE) to improve green management performance, gain the favor of green consumers and achieve sustainable consumption goals. First, enterprises should focus on environmental issues and develop their GSV. Second, enterprises should implement the GSV in different aspects, such as product design, processing, marketing and management. Finally, corporate GSV should be in line with the expectations and values of organization members on environmental issues to motivate their OCBE. Therefore, enterprises must implement their GSV to strengthen the green organizational identity and green product psychological ownership of their members.
Highlights
With the increase in environmental issues, such as global climate change and the endangerment of animal species, high expectations are placed on enterprises to engage in behaviors for ecology maintenance
In model 1, green organizational identity (GOI) is a mediator between green shared vision (GSV) and green product psychological ownership (GPPO); in model 2, GPPO is identified in the structural model
In model 1, GOI is a mediator between GSV and GPPO; in model a mediator between GOI and organizational citizenship behavior for the environment (OCBE); and in model 3, GPPO is a mediator between GSV and OCBE
Summary
With the increase in environmental issues, such as global climate change and the endangerment of animal species, high expectations are placed on enterprises to engage in behaviors for ecology maintenance. Global warming and extreme climate influence the climate and ecosystem in many regions. These phenomena have triggered a wave of global environmental protection with increasingly stringent enactment of environmental protection laws and regulations, which has increased consumer awareness regarding environmental protection and has placed considerable pressure on business management. In terms of business orientation, Chinese paper enterprises have begun to invest in green management under the influence of internal and external pressure to improve their environmental behavior [7]. The aforementioned facts indicate that currently, the green shared vision (GSV) developed by enterprises does not involve the achievement of sustainable business goals when pursuing commercial interests. The aforementioned text indicates that sustainable environmental requirements are increasingly stringent.
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