Employee green behavior: a study on the impact of corporate social responsibility (CSR) on employee green behavior, green culture: the moderating role of green innovation

Abstract

This study adopts the natural resource-based view (NRBV) of the firm to investigate the relationships between corporate social responsibility (CSR), employees’ green behavior (EGB), green culture, environmental performance (EP), and green innovation (GI) in China’s automobile manufacturing industry. A survey of 465 employees was conducted. The data were analyzed using partial least squares structural equation modeling. The results showed that CSR positively influences EGB and GC, which in turn improves EP. CSR also directly impacts EP. Furthermore, GI enhances the positive effect of CSR on EP through the mediators EGB and GC. The findings contribute to the literature by elucidating the mechanisms linking CSR and EP. They provide an integrated framework incorporating direct, mediated, and moderated effects. For practice, the study highlights the importance of CSR, EGB, and GC for manufacturers aiming to improve environmental sustainability. It suggests managers should promote green values, foster eco-innovation, and encourage employees’ discretionary green actions. The moderating effect of GI implies embedding sustainability in corporate culture and operations to magnify the gains from CSR. Overall, the research offers insights into translating green strategic intent into performance outcomes through cultural and behavioral transformation.