Effect of Green Organizational Identity, Green Shared Vision, and Organizational Citizenship Behavior for the Environment on Green Product Development Performance

Abstract

This study extends the research literature by exploring the relations among green organizational identity (GOI), green shared vision (GSV), green product development performance (GPDP), and organizational citizenship behavior for the environment (OCBE). Hypotheses were tested through structural equation modeling from a sample of 475 valid questionnaire respondents. The two main findings were as follows: (1) Positive effects for GOI and GSV between OCBE and GPDP and (2) Positive effects of OCBE for GPDP. The results further indicate that the relations among the GOI, GSV, and GPDP were partially mediated by the OCBE; the results point that the OCBE acts as mediator between GOI, GSV, and GPDP. After further examining the collecting data, we found (3) the relationship between GOI and GPDP is completely mediated by OCBE and (4) the relationship between GSV and GPDP is partially mediated by OCBE. These findings indicate that OCBE is critical in the GPDP of companies. Therefore, companies must develop the GOI and GSV to strengthen their OCBE and intensify their GPDP.