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Keywords:

  • corporate greening;
  • ecoinitiatives;
  • prosocial and extrarole behaviours;
  • behavioural intent model;
  • expectancy theory

Abstract

Scholars in environmental management have called for better grounding of research on corporate greening within established organizational theories. We propose a conceptual framework (including suggestions for operationalizing it) that embeds empirical research within behavioural intent models and the concept of value-creating prosocial behaviours. We argue that conceiving of corporate greening as a prosocial behaviour in this manner provides an improved understanding of the dominant factors that motivate employees to engage in ecoinitiatives. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.