Corporate greening through prosocial extrarole behaviours – a conceptual framework for employee motivation

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.