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<p>Amid escalating environmental challenges and the shift toward sustainable business practices, employees’ green innovative work behavior (GIWB) has become an important factor associated with organizational sustainability. Although previous research has extensively focused on macro-level initiatives, there is limited understanding of individual green innovation behavior, especially in volatile, high-turnover service sectors within emerging economies such as Vietnam. This study investigates the factors associated with GIWB among frontline employees in Vietnam’s retail industry. Drawing on an Integrated Social Learning, Natural Resource, and Trait Activation (ISNT) framework, the research develops a comprehensive model that incorporates sustainable leadership, environmental awareness, proactive personality, green work climate, green organizational culture, green employee empowerment, and green operational practices. Employing a quantitative methodology, data were collected from 585 respondents in Vietnam and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that all hypothesized relationships are statistically significant. Environmental awareness, green operational practices, and green organizational culture are identified as key factors associated with GIWB. Additionally, proactive personality positively moderates the relationship between sustainable leadership and environmental awareness. This study contributes to the green management literature by offering an integrated framework for understanding bottom-up eco-innovation among retail employees. The results provide actionable, context-specific guidance for managers seeking to support scalable sustainability-oriented behaviors through aligned leadership, operational structures, and employee empowerment strategies.</p>

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A multidimensional framework for green innovative work behavior: evidence from Vietnam’s retail industry using PLS-SEM

  • 期刊论文

  • 发表日期：

    2026年8月3日

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  • Thi-Trang Tran,
  • Minh-Huong Tang,
  • Quang-Khai Cao,
  • Mai-Linh Do Nguyen,
  • Thuy-Vi Ngo Tran

摘要

Amid escalating environmental challenges and the shift toward sustainable business practices, employees’ green innovative work behavior (GIWB) has become an important factor associated with organizational sustainability. Although previous research has extensively focused on macro-level initiatives, there is limited understanding of individual green innovation behavior, especially in volatile, high-turnover service sectors within emerging economies such as Vietnam. This study investigates the factors associated with GIWB among frontline employees in Vietnam’s retail industry. Drawing on an Integrated Social Learning, Natural Resource, and Trait Activation (ISNT) framework, the research develops a comprehensive model that incorporates sustainable leadership, environmental awareness, proactive personality, green work climate, green organizational culture, green employee empowerment, and green operational practices. Employing a quantitative methodology, data were collected from 585 respondents in Vietnam and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that all hypothesized relationships are statistically significant. Environmental awareness, green operational practices, and green organizational culture are identified as key factors associated with GIWB. Additionally, proactive personality positively moderates the relationship between sustainable leadership and environmental awareness. This study contributes to the green management literature by offering an integrated framework for understanding bottom-up eco-innovation among retail employees. The results provide actionable, context-specific guidance for managers seeking to support scalable sustainability-oriented behaviors through aligned leadership, operational structures, and employee empowerment strategies.