MPLOYEES’ PRO-ENVIRONMENTAL BEHAVIOR: THE ROLE OF CSR, ORGANIZATIONAL IDENTIFICATION AND PASSION IN SERVICE ORGANIZATIONS

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