Pro‐environmental employees and sustainable hospitality and tourism businesses: Exploring strategic reasons and global motives for green behaviors

Abstract The promotion of low‐carbon lifestyles has led to increased emphasis on the sustainability of the hospitality and tourism industry and the pro‐environmental performance of employees in the workplace. This study examined the factors influencing the formation of employees' pro‐environmental decision‐making in the workplace by extending the traditional behavioral reasoning theory with global motives (attitude, subjective norm, and perceived behavioral control) and the norm‐activation model. The samples were hospitality and tourism employees. Findings of this study verified that reasons for behavior, reasons against behavior problem awareness have varying degrees of influence on global motives of employees to practice pro‐environmental activities, and the global motives and ascribed responsibility were further demonstrated as the significant indicators of personal norm that has a direct impact on pro‐environmental intentions in the workplace.