Abstract

This research investigates whether required employee green behavior can spill over to a proactive form of green behavior termed green advocacy. Drawing on self-perception theory, we theorize and test a moderated mediation model in which required employee green behavior is positively associated with green advocacy via the mediation of pro-environmental self-identity, with the strength of such association contingent upon employee moral identity. Data collected in three waves from 297 employees at a large manufacturing firm in China provide support for the research model. Results show that pro-environmental self-identity explains the positive association between required employee green behavior and green advocacy and that its mediating role is stronger when moral identity is higher (vs. lower). This study advances workplace green behavior research by identifying a novel psychological path and extending knowledge about a boundary condition.