Green Opportunity a Mediator of Green Motivation and Green Behaviour? An Empirical Ananlysis of Chinese Acdemics

Abstract

With the increase in destruction of the environment, some issues of environmental pollution become increasingly serious. Governments and non-governmental organizations around the world are working to develop laws and policies that would reduce the negative effects of pollution and destruction. Employees’green behaviour (GB) has been considered as one of the most important factors which directly affect environmental performance. As a result of employee and organizational behaviour, often called "green behaviour," employees and organizations can have some direct effects on the environment. In this study, the intent is to examine whether there is a correlation between sustainability motivation and green behaviour in order to attain sustainable living. To examine influence factors in the relationship between Green Motivation and Green behaviour, this theoretical framework integrates the Ability, Motivation, and Opportunity models (AMO) and The Theory of Planned Behaviours (TPB) to examine factors that are involved in the relationship between Green Motivation and Green behaviour. An idea that is based on the AMO model would also be to promote the idea of Green Opportunity (GO) as a mechanism of support towards GB which is the allover of organization support for GB. These conditions can influence employee' behaviour toward the organization's goals depending on the balance between job demands and job resources from the organization. Since environmental issues can be directly or indirectly caused by employees' daily behaviour, GO has been shown to be an effect of the organization's overall
environmental performance.Throughout the process, data will be collected using a questionnaire, and PLS-SEM, as well as coefficient correlation, will be used to examine and analyze all hypotheses developed. Consequently, the findings of this study are expected to contribute to the theoretical foundations of what motivates people in university settings to adopt green behaviours. In addition, they are expected to improve their environmental practices.