Abstract
Our manuscript aims to advance our understanding of employee engagement in sustainable consumption through collaborative learning. Learning is one of the keys to sustain competitive advantage and to keep business fresh and relevant in a constantly evolving global business environment. Consequently, collaborative learning is a crucial skill that companies expect their prospective employees to demonstrate at work. In our study, we hold that collaborative learning will increase employee proactiveness to engage in sustainable consumption when moral identity is present. Moral identity refers to a moral state that is internal and projected to others and therefore consists of two dimensions: internalization and symbolisation. Moral identity along with collaborative learning and employee proactiveness to engage in sustainable consumption at a workplace leading to societal benefits (i.e., economic, social and psychological) in the housing, mobility and food consumption domain has not received much attention in academia. We theoretically investigate this phenomenon in the context of massively-multiplayer online video games and offer a conceptual model. In our study, we conceptually put forward propositions linking moral identity, engagement in sustainable consumption and societal benefits along with antecedents of collaborative learning: achievement, social presence, immersion and video game frequency. Based on our conceptual model, we provide implications for public policy makers and practitioners. DOI: http://dx.doi.org/10.5755/j01.ee.30.1.17385
Highlights
Multiplayer online video games have a 27 % share of global gaming industry revenues in 2016 (Adams, 2016) with predicted $100 billion in 2019 (Takahashi, 2016)
Higher achievement motivation leads to higher collaborative learning, enhancing higher proactiveness to engage with responsible and sustainable consumption. This link is moderated by moral identity, explaining the level of engagement in sustainable consumption leading to societal benefits within three key areas responsible for the highest proportion of CO2 emissions: food, mobility and housing
Our research suggests that moral identity dimensions could be a moderating factor manifesting the level of engagement in sustainable consumption responsible for the highest proportion of CO2 emissions: food, mobility and housing, while International Entrepreneurship theory could explain the level of readiness/responsiveness of employees to act in an responsible and sustainable way within the three main areas responsible for the highest proportion of CO2 emissions: food, mobility and housing
Summary
Multiplayer online video games have a 27 % share of global gaming industry revenues in 2016 (Adams, 2016) with predicted $100 billion in 2019 (Takahashi, 2016). Given the focus on our research on employees, we include a segment of young people in the online video game market that was born between 1982 and 2001. This segment is called Millennials and massively multiplayer online video games have been very popular among this group of individuals (Howe & Strauss, 2000). Massively multiplayer online video games attract millions of Millennial players who invest their time and money to play online video games, little research exists that deepens our understanding of how to stimulate socially responsible behaviour of this group. Previous research offers some guidance and implications for public
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