Pro-environmental behavior in nutricosmetics product purchase context

Leader green behavior as an outcome of followers' critical thinking and active engagement: the moderating role of pro-environmental behavior

Purpose

The purpose of this study is to investigate the role of followership dimensions of active engagement (AE) and independent critical thinking (ICT) in leader green behavior (LGB), and how followers' pro-environmental behavior (FPEB) moderates between the proposed relationship.

Design/methodology/approach

The data was collected from 381 employees working in different small and medium enterprises (SMEs) of Pakistan, through a structured questionnaire with five points Likert scale. The proposed hypotheses were tested by using Smart-partial least square (PLS).V.3.

Findings

Results showed a significant positive impact of followership dimensions on LGB. Moreover, the findings of the study substantiated the moderating role of FPEB between the direct relationship of ICT and LGB, but no significant moderation of FPEB in case of the relationship between AE and LGB was observed.

Practical implications

This paper argues that organizational effective green leadership can be enhanced by followership dimensions of AE and ICT, and by participation of followers in pro-environmental behavior. This has been largely overlooked in the past studies.

Originality/value

The study attempted to empirically test the “Reversing the Lens” perspective by Shamir (2007) in the context of green human resource management (HRM). This study extends a distinct theoretical contribution to the social exchange theory (SET) by focusing on the fact that follower's role is equally as important as that of a leader in the effective leadership process.

Does It Matter Who Exhibits More Green Purchase Behavior of Cosmetic Products in Asian Culture? A Multi-Group Analysis Approach

This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers’ green purchase behavior.