Green Behavior Research Articles

Greening by enhancing self-efficacy: a viewpoint on employee-inclusive Octalysis framework

Purpose The purpose of this study is to investigate how gamification can be utilized to promote Employee Green Behavior (EGB) within organizations thereby enhancing corporate sustainability. The research aims to propose a structured gamification framework that can effectively motivate and engage employees in sustainability initiatives. Design/methodology/approach The viewpoint reviews existing literature on gamification, and its impact on EGB. The authors propose a conceptual model that highlights critical components for Octalysis framework and map this against various player types for various phases of a gamified system. Findings The Octalysis framework, with its eight core drives, is found to be an effective tool for fostering EGB by leveraging both intrinsic and extrinsic motivations. The viewpoint demonstrates that categorizing employees into distinct player types and tailoring gamification strategies accordingly can overcome motivational barriers and encourage sustained engagement in green practices. Originality/value This study introduces a novel approach to corporate sustainability by integrating gamification into EGB initiatives. This innovative approach enhances the understanding of EGB and provides practical insights for implementing effective gamification strategies in corporate sustainability efforts.

Environmental Awareness and Green Trust Mediating Green Marketing’s Impact on Coconut Coir Product Purchases Behavior

Recent years have seen a notable shift in consumer behavior towards sustainability, driven by heightened environmental awareness. This shift has significantly influenced purchasing decisions, particularly regarding green products like coconut coir-based items, valued for their eco-friendliness, biodegradability, and versatility. As consumers become more knowledgeable about environmental issues, they increasingly seek products that align with their values, leading to the rise of green marketing strategies. This research examines the role of environmental awareness and green trust in mediating the impact of green marketing on the purchasing behavior of coconut coir products. Utilizing both primary and secondary data, the study collected responses from 179 participants through a structured survey. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SMART PLS 3.0 software. The analysis included two measurement models: the outer model assessed the validity and reliability of latent variables, while the inner model evaluated the relationships between them. Findings reveal that green marketing significantly enhances green buying behavior, environmental awareness, and green trust. Specifically, green marketing positively impacts purchasing behavior through both environmental awareness and green trust. In conclusion, this research demonstrates that green marketing effectively influences consumer behavior towards sustainable products. By fostering environmental awareness and building consumer trust, green marketing not only encourages the purchase of eco-friendly products but also contributes to a larger cultural shift towards sustainability.

Socially responsible human resource management for sustainable performance in a moderated mediation mechanism

This study examines Socially Responsible Human Resource Management (SRHRM) for the common good through the connections between the psychological green climate (PGC) and employee green behavior (EGB). In doing so, it explores the influence of SRHRM and PGC on EGB and sustainable performance (SP) as well as the moderating effect of PGC on EGB for organizing sustainable dimensions of HRM for environmental common goods. Drawing on the notion of the common good, this study mobilizes the ability motivation opportunity theory to articulate the nexus of business ethics and the environment. This study is quantitative in nature, following the deducting reason approach. Data were collected from 307 manufacturing companies using a survey. To ensure robustness, structural equation modeling using the AMOS software was used to analyze the data. The study's results show that both SRHRM and PGC directly influence EGB, which proxies to affect the organizational SP precisely. However, the results also show that SRHRM has no significant direct repercussions on SP, and the analysis of the moderation effect revealed that PGC does not intervene in the relationship between SRHRM and EGB. This paper contributes to an interesting conjuncture of growing literature on the adoption and impact of SRHRM and SP, which we argue can become the epicenter of ethical business processes to ensure the common environmental good. This study shows that organizations can flourish sustainable behavioral aspects, values, norms, and practices in business processes and among employees by nurturing the tenets of SRHRM, PGC, and EGB, which will increase the organizational capacity to transform the environmental common good.

지속가능경영 식품기업 소비자의 가치가 신념, 규범 및 친환경 구매의도에 미치는 영향 연구 - VBN모델을 중심으로

Objective : This study aims to provide foundational data on green purchasing behavior by identifying the relationship between customer values, belief, norms, and green purchasing intention related to sustainable food companies. Methods : This study set Hypotheses using the VBN model, and the survey was conducted with adults aged 20 and older who had experience with sustainable food companies within the past year. This study also tested Hypothesis through statistical analysis of data from 461 completed questionnaires. Results : Ecological and economic values positively affect belief. Belief positively influences personal norm and subjective norm, and both norms positively affect green purchase intention. Implications : It is necessary to establish marketing strategies and long-term, systematic programs to encourage eco-friendly behavior among consumers. Additionally, it is essential to make both individuals and potential customers aware of the negative environmental impacts of food-related consumption.

Does Green-Label Influence Green Purchase Intention, Attitude, Subjective Norms, Behavioral Control, and Willingness To Pay as Moderation?

The purpose of this study was to test and analyze influenced eco-labels, attitudes, subjective norms, and behavioral control on green purchase intention, as well as willingness to pay as a mediator to strengthen the influence green purchase intention (GPI) on green purchase behavior (GPB). The population of this study were Millennials and Gen Z who had purchased green products in Jabodetabek. The number of samples was 181 samples, determined based on Hair's Theory which allows for an unknown population. The sampling technique used nonprobability sampling and purposive sampling. Data analysis used the Least Square Partial Structural Equation Model (PLS-SEM). The results showed that eco-labels did not influence green purchase intention, but influenced green attitude and behavioral control. Conversely, ecolabels did not influence subjective norms. Furthermore, willingness to pay was unable to moderate the influence of green purchase intention on green purchase behavior.

Pengaruh Green Human Resource Management dan Green Organizational Culture terhadap Employee Green Behavior

This research aims to analyze the influence of green human resource management on employee green behavior. The method used in sampling was a simple random sampling technique of 105 respondents. Primary data collection was carried out using a questionnaire method which had been tested for validity and reliability. The analysis in this research uses the path analysis method. The results of data analysis show that there is a direct influence and an indirect influence. Green human resource management has a direct and significant effect on employee green behavior, besides that, green human resource management has an indirect and significant effect on employee green behavior through green knowledge sharing. The results of this research prove that green human resource management, green employee behavior and green knowledge sharing have a good influence on the company, employees and the environment. Implementing green human resource management makes companies not only contribute to environmental preservation, but also improve overall business performance and a good corporate image.

Sustainable leadership: empowering green organizational citizenship behaviour through employee green value in the Indian healthcare sector

Purpose Leadership is crucial for promoting employees’ environmental behaviour, essential for implementing sustainability initiatives. Academics and practitioners emphasize the need for integrated top-to-bottom actions to address environmental issues effectively. Thus, the purpose of this study is to investigate how Environment-Specific Servant Leadership (ESSL), via Employee Green Value (EGV), promotes Green Organizational Citizenship Behaviour (GOCB). Design/methodology/approach The present study adopted a quantitative cross-sectional approach. Additionally, a total of 333 data points were collected from employees working in various hospitals in Ranchi, India. The data and hypothesized relationships were analysed using PLS-SEM with SmartPLS 4.0 software. Findings The present results indicate that ESSL has a notable direct effect on employees’ GOCB. Moreover, EGV was identified as a partial mediator in the relationship between ESSL and GOCB. Practical implications The findings imply that leaders who prioritize sustainability and exhibit environmentally responsible behaviour, along with employees who value and prioritize green initiatives, can create a workplace that value pro-environmental practices. In this workplace employees are also likely to demonstrate green organizational citizenship behaviour, therefore promoting sustainable practices and outcomes. Originality/value This study provides valuable insight into the individual psychological mechanisms that drive voluntary participation in environmental protection and conservation efforts. Furthermore, the study also highlighted the relationship between ESSL, EGV and GOCB in terms of their work environment as well as highlighting the potential for organizations to create a more sustainable and socially responsible workplace.

Driving factors of green production behaviour among farmers of different scales: Evidence from North China

Driving factors of green production behaviour among farmers of different scales: Evidence from North China

Consumption Values and Green Purchase Behaviour among University of Uyo Students in Akwa Ibom State, Nigeria

The need to maintain a healthy lifestyle has led to a significant increase in the demand for goods and services that are environmentally friendly. However, previous investigations suggest that not only companies and the government, but also students, who play a significant role in consumption activities, should initiate solutions to environmental issues. In this study, the researchers investigate the influence of consumption values (functional, social, emotional, conditional, and epistemic) on the green purchase behaviour of university students in Akwa Ibom State, Nigeria. A cross-sectional research design was adopted for this study. A simple random sampling technique was used to draw 400 students from selected faculties of the University of Uyo. A structured questionnaire measured on a five-point Likert scale was used to collect data from the respondents. The collected data were tested and analysed using a simple linear regression approach. Findings from the study show that consumption values (functional value, social value, emotional value, conditional value, and epistemic value) have a significant influence on the green purchase behaviour of students in Akwa Ibom State. The researchers recommend that students should develop strategies that will improve their consumption behaviour towards purchasing environmentally friendly products.

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

What matters in the linkage between value orientations and usage behavior of electric ride hailing service?

PurposeThis research aims to investigate the relationship between value orientations, attitude, behavioral intention and usage behavior of electric ride hailing service in Vietnam through the moderating role of social influences.Design/methodology/approachIn total, 552 valid questionnaires were collected using the survey questionnaire to analyze the effects of value orientations on attitude toward electric ride hailing and behavioral intention. Besides, this study investigates the mediating effect of attitude toward electric ride hailing and behavioral intention in the relationship with the behavior usage of electric ride hailing service as well as the moderating effect of social influence.FindingsThree types of value orientations stimulate attitude toward electric ride hailing service and behavioral intention. In addition, attitude toward electric ride hailing service and behavioral intention play the mediating role in the effect of value orientations on behavior usage. Specifically, social influence plays a negative moderating role in the linkage between attitude towards and behavioral intention of electric ride hailing service and between intention and the behavior usage.Originality/valueWhile numerous studies have investigated the influence of customers’ value orientations on multiple green purchase behaviors, this study offers new insights into the moderating role of social influence in the linkages between attitude, behavioral intention and usage behavior of electric ride hailing service.

The impact of green behavior on spatial heterogeneity of city green development-the case of Yangtze River Delta city cluster

The impact of green behavior on spatial heterogeneity of city green development-the case of Yangtze River Delta city cluster

Crossing Spatial Boundaries: A Study on the Impact of Green Human Resource Management on Employees’ Household Pro-Environmental Behaviors

To respond more effectively to the current increasingly serious environmental problems, the boundary of corporate social responsibility is expanding. In this context, how to take green responsibility for each stakeholder has become a topic of concern for all sectors of society. However, there is still a gap in research on how green human resource management (GHRM) affects employees’ household pro-environmental behavior (PEB) from a cross-domain work–family perspective to achieve CSR more comprehensively. Our study argues that companies can use GHRM across the work–family boundary to influence employees’ household pro-environmental behaviors to achieve positive contributions to the social environment. Our study uses 310 questionnaires collected in southeastern China to conduct an empirical analysis and concludes that GHRM can positively shape green attitudes, help employees perceive green subjective norms, and develop green self-efficacy. Consistent with the findings of the Theory of Planned Behavior, individuals’ green attitudes, green subjective norms, and green self-efficacy can effectively enhance individuals’ household pro-environmental behavioral intentions, which in turn enables the prediction of individuals’ household pro-environmental behaviors. In conclusion, our study extends the influence of GHRM to a wider range of non-work domains and points the way to the full realization of corporate social responsibility by companies. In addition, our study emphasizes that with the subtle cultivation of companies, individuals can become fans of green and low-carbon behaviors, and through the widespread implementation of pro-environmental behaviors, it can reach a virtuous circle of environmental protection as a whole.

The role of Green Transformational Leadership and Green Product Innovation in Emerging Economies: Green Employee Behaviour and Green Human Resource Management as Intervening Variables

Purpose: This study is to offer a critical re-evaluation of the Green Transformational Leadership (GTL)–Green Product Innovation (GPI) relationship within SMEs in emerging economies, challenging the direct causality assumed in prior research. Theoretically, GTL, as a conceptual construct, lacks the mechanisms to produce a direct impact on GPI, a misconception widely propagated in earlier literature. As such, our study is to redirect such topical issues. In doing so, we also analysed green employee behavior (GEB) and green human resource management (GHRM) as intervening variables. Method: We distributed questionnaires into several SMEs operated in East Java, Indonesia. Result: Our empirical evidence strongly supports the proposed framework, suggesting no significant direct relationship between GTL and GPI and even showing a negative coefficient. However, when mediated by GHRM and GEB, the relationship becomes both positive and significant, indicating that these intervening variables are essential for realising the innovation potential of GTL. Furthermore, GTL partially fosters GHRM and GEB, while both GHRM and GEB positively influence GPI. These findings carry profound theoretical implications by refining the understanding of leadership’s role in sustainability practices and offering actionable insights for managers aiming to enhance green innovation through strategic HR and behavioural interventions.

A Review of Research Progress on the Impact of Information Asymmetry on Green Consumption

Abstract: This paper discusses the impact of information asymmetry on green consumption and sustainable consumption. It emphasizes the importance of information in promoting green consumer behavior and highlights the role of media publicity and evaluation systems in shaping consumer perception and decision-making. The paper also explores the influence of government policies and subsidies on green consumption, noting that government intervention can benefit the entire green product industry chain. The authors suggest that in order to reduce the impact of information asymmetry, comprehensive and high-quality information should be provided to consumers, and consumers should be educated on information filtering and processing. The paper concludes by emphasizing the need for further research on the quantitative assessment of green information dissemination, the influence of green information on consumer psychology and behavior, and the role of government information in promoting green consumption. It calls for a multi-party linkage mechanism to drive the sustainable development of green consumption.

Investigating the Multifaceted Impact of Urban Environment on Winter Green Travel in Cold Regions: An Empirical Study of Shenyang, China

Green travel offers significant benefits, including reducing pollution and alleviating traffic congestion. Despite these advantages, green travel is less popular in cold regions, particularly during winter, due to comfort, convenience, and safety concerns. While climate factors are immutable, enhancing the urban environment can promote winter green travel. This paper examines the impact of urban environments on residents’ willingness to engage in green travel in cities located in cold regions during winter. Using data from Shenyang, China, a comprehensive structural equation model based on the stimulus–organism–response (S-O-R) theory was constructed, revealing the causal relationships and underlying structure between environmental factors and green travel willingness. The model demonstrates that social, built, natural, and travel environments collectively shape residents’ willingness to engage in green travel, with the social environment emerging as the most impactful factor. Additionally, this study identified two crucial mediating variables, travel perception evaluation and attitude towards green travel, which indirectly influence green travel willingness. This study also identifies nine critical factors—often underappreciated in traditional analyses—that should be prioritised in urban planning. These findings advance the understanding of green travel behaviour in winter cities by illustrating the complex interplay between environmental factors and individual attitudes while providing actionable guidance for fostering supportive social environments and strategically enhancing built and travel environments to promote green travel in cold climates.

Exploring Organisational Agility's Impact on Nurses' Green Work Behaviour: The Mediating Role of Climate Activism.

To examine the relationship between organisational agility and nurses' green work behaviour and to assess how climate activism mediates this relationship. Understanding this relationship is crucial for promoting sustainable practices in healthcare. A cross-sectional research design was employed. This approach was chosen to examine how organisational agility and climate activism simultaneously influence green work behaviour in the present context, providing a snapshot of their synergistic interactions. This study was conducted in 2024 at eight hospitals in Egypt, with a total of 781 nurses conveniently selected for participation. Data were collected using validated instruments: the Agility Survey, Employee Green Behaviour Scale and Environmental Action Scale. Correlation and path analyses were utilised to test the study hypotheses. Nurses reported moderate levels of organisational agility, climate activism and green work behaviour. Statistically significant positive correlations were found between organisational agility, climate activism and green work behaviour. Organisational agility and climate activism emerged as significant predictors of green work behaviour, with climate activism acting as a partial mediator between organisational agility and green work behaviour. This study contributes to the growing body of knowledge on fostering sustainable nursing practices as results indicate that agile organisations, which embrace flexibility and nurse-led climate initiatives, are better positioned to promote sustainable behaviour. Practical strategies include selecting nurses with high climate literacy, designing agile working strategies and promoting eco-conscious behaviours. Nurse leaders should develop policies that integrate climate initiatives into everyday practice to enhance green work behaviour. The healthcare sector faces increasing environmental challenges, making it crucial to foster green work behaviour. Our study addresses a gap in the literature by revealing that organisational agility and climate activism are essential drivers of green behaviour among nurses, offering actionable insights for greening healthcare practices. This study was reported in accordance with the Strengthening the Reporting of Observational Studies in Epidemiology (STROBE). No patient or public contribution.

From Knowledge to Action: The Power of Green Communication and Social Media Engagement in Sustainable Food Consumption

Understanding what drives sustainable consumer behavior is crucial for effective green marketing strategies. We set out to explore the mechanisms explaining the relationships between environmental attitudes, perceived environmental knowledge, and green consumption values on consumer behaviors, specifically the mediating roles of receptivity to green communication and social media engagement with environmentally friendly firms. We also investigated the moderating role of information seeking in these relationships. Data were collected through a survey of 610 Greek respondents between May and July 2024 and analyzed using IBM SPSS and AMOS version 23. Findings show significant and positive paths between green consumption values and receptivity to green communication, e-word-of-mouth intention, food behavior, and other environmental behaviors, while receptivity to green communication and social media consumers’ engagement with environmentally friendly firms has a significant and positive impact on e-word-of-mouth intention and food behavior. Findings reveal that credible and detailed communication is essential for engaging information-seeking consumers, who are more critical of green messages.

Mediating role of electronic word of mouth affecting green consumer behavior

The research was conducted to measure the relationship between factors affecting green consumer behavior, examining the mediating role of E-WOM. To achieve the proposed research goals, the authors chose the Covariance-Based Structural Equation Modeling (CB-SEM) to analyze data when surveying 294 consumers living in Ho Chi Minh City with an interest in and understanding consumer products. Electronic word-of-mouth activities and green consumer behavior rely on a non-probability sampling method through structured interview questionnaires. The study employs the dual theory, which combines the information acceptance model (IAM) and the planned behavior model (TPB), as its background theory. Using Smart-PLS 4.0 statistical software to analyze data, statistical results have shown that the factors of Argument Quality (0.470), Reliable Source (0.175), and Satisfaction (0.388) have a positive impact on E–WOM (0.388). E-WOM has a positive and direct influence on green consumer behavior. The authors anticipate that their management implications will serve as a valuable solution for businesses embracing sustainable trends in the future.

Transformational leadership and moral norms: green human resource management and behaviour

PurposeThis study introduces a theoretical model that integrates the conservation of resources (COR) and ability-motivation-opportunity (AMO) theories. This model is used to examine the relationship between green transformational leadership and green human resources management. Additionally, the study explores the influence of this relationship on employee green behaviour and the development of personal moral norms.Design/methodology/approachThe hypotheses developed in this study were tested through a quantitative approach, employing structural equation modelling via partial least squares (PLS-SEM) along with bootstrapping estimation techniques. For data analysis, the study utilized responses from a total of 475 participants.FindingsThe findings of this study indicate that the implementation of green transformational leadership has a positive impact on green human resources management. In turn, enhanced green human resources management positively influences employee green behaviour. The research further reveals that employee green behaviour not only contributes positively to the development of personal moral norms but also plays a crucial mediating role in the relationship between green human resources management and personal moral norms. Additionally, evidence supports the significant mediating effect of green human resources management in the relationship between green transformational leadership and employee green behaviour.Originality/valueThis study highlights the pivotal role of employee green behaviour as a foundational element in developing personal moral norms, marking a departure from prior research in the green transformational leadership field, which has predominantly focused on green human resources management. By implementing green transformational leadership strategies, organisations can not only enhance their competitive edge but also effectively attract highly skilled and qualified candidates, thereby making a significant contribution to the field.