Exploring Factors in the Development of Green Behavior among Employees: An Integrated Theoretical Framework with Mediating and Moderating Mechanisms

Abstract

This research was designed to introduce and investigate a model of factors on proactive green behavior (PGB) and green behavior (GB) in organizations of Khyber Pakhtunkhwa (KPK), Pakistan. Considering the growing need for sustainability, this study aims to emphasize how companies can create a sustainable culture, with the ultimate goal of having better environmental results. Based on a comprehensive literature review, the study illuminates the significance of both organizational support, leadership commitment as well as individual motivation in supporting the Green initiatives. This paper is original in the sense that it combined Social Cognitive Theory and the Theory of Planned Behavior to create a solid theoretical framework to analyze how organizational dynamics and personal beliefs jointly affect green behavior. This model is not defined only based on mediating and moderating mechanisms, but also provides a structural model for PhD candidates in the future for the study of the same subject matter. The methodology is that of a quantitative research design; it follows a positivist philosophy and adopts a deductive methodology to test the developed hypothesis. Cross-sectional design will facilitate the data collection across variety of organizations of KPK with random sampling which will help to generalization for KPK province. The research will employs SPSS for data overview and SEM-PLS for hypothesis testing, which makes it well-placed to deliver valuable results about the relationships between their detected variables. Research implications are relevant for academia, industry, and society. It is a tool that informs practices and policies in organizations and promotes sustainability in a region that is environmental challenged. The results also suggest future research possibilities, such as longitudinal studies investigating the dynamics of employees' behaviors across time, cross-culture investigations examining different work environments, and qualitative work for understanding employees' experiences. By explicating these future directions, the research seeks to provide additional insights into green behaviors and add relevance to the ongoing sustainability conversation in organizations.

Keywords: proactive green behavior, green behavior, organizational support, leadership commitment, individual motivation, Social Cognitive Theory, Theory of Planned Behavior.