How can corporate social responsibility predict voluntary pro-environmental behaviors?
Stanley Y. B. Huang
Abstract
This article proposes the multilevel model to draw how corporate social responsibility (CSR) can increase pro-environmental behaviors and employs green identity as the mediator based on cognitive consistency theory. This article employs the multilevel model to test the theoretical framework using 400 employees from 100 different workgroups in the clean energy technology businesses of Greater China. The findings revealed that when an employee perceived more individual-level CSR at the initial time (Time 1) would increase more individual-level green self-categorization (GSC), green affective commitment (GAC), and green self-esteem (GSE), which consequently increased pro-environmental behaviors (PBs) at the individual level and work-unit level. This finding suggests that managers not only must build individual-level perceived CSR of employees but must also foster work-unit-level (atmosphere) CSR within a group to increase work-unit-level GI, which consequently can increase PBs.