Abstract:
1. Introduction
The research study examines the influence of pro-environmental behavior
(PEB) on employees' perceptions of Corporate Social Responsibility (CSR)
in the context of service industries, particularly in IT, aviation, and finance
in India. Additionally, it explores the role of environmental passion (EP)
and organizational identification (OI) as mechanisms that may amplify the
relationship with PEB. Applying social identity theory and the theory of
planned behavior, this research investigated the role of perceived CSR, OI,
and EP in shaping the PEB of employees in select service organizations.
2. Research Methodology
The survey method was used in this study and data was collected from
employees of service sector firms from India. A convenience sampling
method was used to gather data from respondents in IT, aviation, and
financial services organizations. The final sample size considered for the
study was 255. For measuring the four constructs, namely Organizational
Identification, Environmental Passion, Perceived CSR, and Pro-
Environmental Behaviour. All the item statements were measured using a
5-point Likert scale. Statistical analysis, including regression models,
examined the direct effects of OI, CSR, and EP on PEB.
3. Findings and Discussion
The findings indicate that perceived CSR and environmental passion
significantly influence PEB. This confirmed their roles as crucial drivers
of sustainable behavior. However, OI did not exhibit a strong relationship
with PEB. This inference implies a potential shift in workplace dynamics,
with employees perhaps being more motivated by other values than
identification.
4. Conclusion and Implications
The study suggests that businesses can promote pro-environmental
behaviour by communicating CSR initiatives to align employees’
perceptions with organizational goals and nurturing environmental
passion through sustainability programs. The study indicates no
significant link between OI and PEB
