Persepsi Pegawai terkait Penerapan Green Marketing Dan Environmental Awareness terhadap Employee Green Behavior Dengan Communication Style Sebagai Variabel Moderasi
(Studi Kasus Pada Kantor Pusat Bank Sumsel Babel)
DOI:
https://doi.org/10.55606/jaemb.v5i1.7773Keywords:
Green Marketing, Environmental Awareness, Communication Style, Employee Green Behavior, Theory of Planned Behavior, SEM-PLSAbstract
This study aims to examine employee perceptions regarding the implementation of Green Marketing and Environmental Awareness on Employee Green Behavior, with Communication Style as a moderating variable. This study was conducted on employees of Bank Sumsel Babel Head Office and used the Theory of Planned Behavior (TPB) approach as a theoretical basis, which emphasizes the importance of attitudes, subjective norms and perceived behavioral control in influencing individual tendencies to behave pro-environmentally in the workplace. The research method used was quantitative, with questionnaires distributed to 115 respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through SmartPLS 4.0 software. The independent variables in this study were Green Marketing and Environmental Awareness, while Employee Green Behavior became the dependent variable. Communication Style was tested as a moderating variable in the relationship between the two independent variables on the dependent variable. The results showed that employee perceptions of the implementation of Green Marketing and Environmental Awareness had a positive and significant effect on Employee Green Behavior. In addition, Communication Style was proven to be able to strengthen the relationship between Green Marketing and Environmental Awareness on Employee Green Behavior. These findings indicate that effective internal communication within an organization plays a crucial role in internalizing sustainability values into employee work behavior. This research provides theoretical contributions to expanding the application of the SDGs in organizational contexts, as well as practical implications for human resource management and corporate sustainability strategies.
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