Green, keen, and somewhere in between: An employee environmental segmentation study

Abstract

Past research analyzes employee engagement in pro-environmental behavior by assuming all employees are similar in their values, beliefs, and norms (VBN). We argue that a segmented approach is more effective in understanding workplace pro-environmental behaviors (PEBs) and seek to develop a typology of employees. Analyzing data from 702 office employees in the UK, this study yields a more finely grained segmentation of employee differences regarding environmental dimensions, personality traits, behaviors, and perceptions. Based on a cluster analysis methodology, this paper identifies three distinct employee segments: ‘Acorns,’ ‘Saplings,’ and ‘Trees.’ Theoretically, our findings suggest that the VBN theory should be expanded by integrating personality traits, and that organizational environmental policy makers should pay attention to the green subcultures that may form within clusters. Practically, our typology helps organizations design interventions to target different groups of employees with customized motivational strategies, communication tactics, and engagement approaches.