Identity and Sustainability in Business: How Employees' Self-Perceptions Shape Green Behavior

Data from managers, non-management workers and university students (n=502) were compared on pro-environment intent and sustainable behaviors. Using PLS-SEM and multi-group comparisons, results indicated that how people perceive themselves impacts environmental intentions and behaviors. Interdependent self-construal explained green behavior for adult groups but emergent adults demonstrated a more complex pattern.