Employee green behavioral intention, motivation to protect environment and the role of internal corporate social responsibility : a multilevel approach

แนวโน้มพฤติกรรมสีเขียวของพนักงาน แรงจูงใจในการป้องกันสิ่งแวดล้อมและบทบาทของการสื่อสารด้านความรับผิดชอบต่อสิ่งแวดล้อมภายในองค์กร : การวิเคราะห์แบบพหุระดับ

Name: Piyakarn Supanchanaburee

keyword: Employee green behavior intention

; Internal corporate social responsibility communication

; Protection motivation theory

Abstract: The severity of environmental issues has been recognized in the United Nations Environment Programme (UNEP) Assessment which states “the regional assessments find that the world shares a host of common environmental threats that are rapidly intensifying in many parts of the world” (UNEP, 2019). In the early 1990s, environmental issues were raised over the world. Most of the organizations recognized the importance of balancing performance with environmental and natural resources quality, thus, the integration of environmental issues into the SCM has been receiving significant attention. Later, the concept of Green Supply Chain Integration (GSCI) was introduced to embrace the environmental issue into SCM. Information sharing is one of the dimensions of GSCI. Information sharing refers to the practice in which an organization shares a variety of types of information with its supply chain partners at the right time. To achieve a goal in environmental sustainability, an organization must have individuals with high levels of Employee Green Behavior (EGB). In other words, employees of that organization must exhibit environmentally friendly, conservation, and responsible behaviors. Moreover, the previous literature stresses the important role of risk perception in Protection Motivation Theory (PMT) in persuading individuals to have risk adaptive behaviors. PMT creates a fear in an individual’s mind by generating risk perception. 161 Grounded in Information Integration Theory (IIT), this research investigates the influence of Internal ECSR communication and Protection Motivation constructs ; perceived severity, perceived vulnerability, perceived rewards, perceived self-efficacy, perceived response-efficacy, and perceived costs in driving EGB intention. Where information from internal ECSR communication at an organizational level will drive EGB intention at an individual level through PMT constructs between levels. Eight main hypotheses are formed to test ; (1) the direct effect of PMT variables on EGB intention, (2) the mediating effect of PMT on the relationship between internal ECSR communication and EGB intention, and (3) the moderating effect of internal ECSR communication on the relationship between PMT and EGB intention. By adopting a multilevel approach, hypotheses were tested using Mplus software (version 8.4). Data were collected from manufacturing companies with accredited ISO 14001 or Thailand Green industry level in Thailand. Questionnaires were separated into (1) questionnaire at an organization level required to be answered by CSR related management and (2) questionnaire at an individual level required to answer by employees within each organization. Seventeen questionnaires at an organizational level were completed, with 161 questionnaires at an individuallevel completed. The results show the relationship between PMT variables and EGB intention, however, two hypotheses were rejected due to the effects of perceived rewards and perceived costs having a positive impact on EGB intention instead of negative impact as hypothesized. The reason behind the opposite direction of perceived rewards and perceived costs was due to the context of this study. This current study was conducted in a workplace context with required behavior regarding green accreditation. While employees realized high perceived rewards of not changing behavior and high perceived costs of performing preventive behavior, eventually they have to change their behaviors to align with organizations’ environmental policy. Whereas all other dimensions ; perceived severity, perceived vulnerability, perceived self-efficacy, and perceived response-efficacy positively drive EGB intention. The outcomes from between levels rejected all hypotheses in the mediating effect of PMT variables on the relationship between internal ECSR communication and EGB intention, and the moderating effect of internal ECSR communication on the relationship between PMT variables and EGB intention. In conclusion, there are no effects from internal ECSR communication at an organizational level through EGB intention at an individual level. However, there is a notable finding as Internal ECSR communication influences PMT variables. The interesting insights from a manufacturing industry show that in order to transfer the risk information related to environmental issues from ECSR through EGB intention, manufacturing firms must have to consistently communicate with their employees. Moreover, another issue that can prevent the effect of internal CSR is the communication strategy, mostly the communication between organization and employee is one-way asymmetric communication which can raise awareness among employees. However, in order to drive EGB intention, organizations must adopt two-way asymmetric communication to hear from employees and create more meaningful communication. With the presentation of theoretical and managerial contribution, this current study anticipated some limitations. Firstly, it is inappropriate to conclude that the result will be the same for the samples from the service sector and future research can take into account the different sectors. Secondly, this research was conducted in Thailand, therefore, the findings cannot be generalized due to other factors involved and the data from different countries should be added for future research to get a clearer picture. Thirdly, the ignorance of the differences of sub-industries within the manufacturing sector prevented getting more insight from this current study. Fourthly, as the respondents of an organizational level are management who answered about internal ECSR communication policy of organization, the data may not represent the perspective of employee’s perception of internal ECSR communication. Lastly, as discussed earlier, a communication strategy - symmetric or asymmetric communications also needed to be taken into consideration for future research? Lastly, time-series approach can be an alternative to investigate the actual behavior instead of using behavioral intention

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Sakun Boon-itt

Role: advisor

Name: Wong, Chee Yew

Role: co-advisor

Created: 2019

Modified: 2022-11-22

Issued: 2022-11-22

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2019.1583

eng

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Business Administration

Grantor: Thammasat University

©copyrights Thammasat University

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