Green CSR Communication to Internal Audiences: The Persuasive Power of Normative Appeals to Employees’ Green Behaviors

Abstract

Given the increasing attention being paid to companies’ microlevel green efforts, this study aims to provide insights into green corporate social responsibility (CSR) communication targeting internal audiences (i.e., employees). Building on the social identity theory and group engagement model, this research examines the persuasive power of two types of social norms—descriptive and injunctive—in green CSR messages. Also, it investigates the underlying mechanism of individuals’ green behavioral decision making at work. Across two studies, results demonstrate that a descriptive norm message is more effective than a standard or injunctive norm message to enhance employees’ intentions to adopt green actions, engage in the company’s green programs, and help their colleagues to perform green behaviors. Additionally, a descriptive norm message advances three antecedents of motivation—expectancy, instrumentality, and valence—which in turn positively influence green behavioral decisions. This research contributes to developing the literature stream of green message framing by targeting a specific internal audience group and provides empirical implications for practitioners.