Advances in Consumer Research
Issue 8 : 587-597
Original Article
Turning Green Vision into Green Action: How Green HR Practices and Green Training Convert Green Leadership into Employee Green Behaviour
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1
Ph.D. Scholar, Assistant General Manager, BML Munjal University (Hero Group), HR, Hero MotoCorp Ltd., India
2
Associate Professor, School of Management, BML Munjal University, India
Abstract

Organisations have come to rely more and more on the everyday behaviour of their employees to attain environmental targets; how leadership is transferred into green behaviour and what contributes to this transfer remains poorly understood. This study investigates how green leadership influences employee green behaviour, mediated by green HR practices and enabled by green training. The primary data were gathered from 600 employees of a large manufacturing organisation by using a structured questionnaire with 5 points for each item, and analysed via a two-step procedure of measurement-model assessment and structural-model testing with bootstrapping (999 resamples) in ADANCO. The measurement model showed good reliability and validity with composite reliability and Cronbach's alpha values above 0.70 for all constructs except green leadership (0.4945) and average variance extracted (AVE) values above 0.50 for all constructs except green leadership (0.4796), which indicated the heterotrait-monotrait ratio, and the Fornell-Larcker criterion confirmed the discriminant validity. The model accounted for a significant amount of variance in green HR practices (R-squared = 0.5881) and green behaviour (R-squared = 0.6925). All four hypotheses were accepted as green leadership positively influenced green behaviour (beta = 0.1715); green leadership positively influenced green HR practices (beta = 0.2360); green training had a strong influence on green HR practices (beta = 0.6281); and green HR practices had a strong influence on green behaviour (beta = 0.7287). Green HR practices became the most important proximal driver of green behaviour and the main mediator between leadership and training and green behaviour, and green training had a significant indirect effect on green behaviour (beta = 0.4577). Results suggest that green behaviour is created by a multi-level organisational process in which leadership creates direction, training creates capability, and HR practices translate it into action. The study provides empirical evidence from a large emerging-economy manufacturer and provides guidance: to induce green employee behaviour, organisations should not only rely on the vision of their leaders, but also on the development of strong green HR systems and training.....

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