Encouraging pro‐environmental behavior in university employees: An approach toward environmental sustainability as moderated by green organizational culture

Abstract Global warming is occurring at an alarming rate, with climate change creating severe water‐related hazards that are at the top of the natural disasters list. The highest human losses have been recorded in the past 50 years based on world meteorological organization calculations. Thus, everyone needs to play their part in environmental sustainability (ES). This will require a change in behavior; therefore, the current study considered pro‐environmental behavior (PEB) crucial to ES among university employees. The moderating effect of green organizational culture (GOC) on the relationship between PEB and ES was also investigated. As it is typical of a Thai public university to expend a considerable amount of natural resources in the process of conducting its routine academic and operational activities, it is a setting worthy of investigation. The higher education sector is rarely explored in the areas of resource use and conservation; for this reason, this study was specifically targeted at the human factor in this specialized setting. A survey was performed on the faculty members of Thai public universities to verify the model. It was found that PEB influenced ES, and GOC moderated the relationship between PEB and ES. The results encompassed six dimensions of PEB and the moderating effect of GOC in the context of higher educational institutions. The findings have provided new insights into PEB intervention and modification in the context of higher education institutions whose management may use the results to strengthen employees' PEB by offering information, knowledge, and training.