Perceived Green Innovation Ambidexterity as a Strategic Signal in By‐Product Recycling: Employee Green Behavior, Environmental Consciousness, and Job Satisfaction

In by‐product recycling businesses, pursuing green innovation ambidexterity is important, but its benefits depend on how employees enact this strategic orientation. Drawing on signaling theory, we conducted two studies to examine how perceived green innovation ambidexterity is related to employee green behavior and job satisfaction, and investigate the role of individual environmental consciousness in these relationships. For Study 1, we used survey data from 308 by‐product recycling workers in six countries and found that employee green behavior mediated the relationship between perceived green innovation ambidexterity and job satisfaction. Individual environmental consciousness strengthened the effect of perceived green innovation ambidexterity and employee green behavior on job satisfaction. For Study 2, we conducted a scenario‐based experiment with 204 participants, providing supplementary evidence in an experimental setting. Overall, we show how employees interpret green innovation ambidexterity as a strategic signal and translate it into green behavior and job satisfaction, with responses varying according to environmental consciousness.