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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)

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This study explores the influence of employee perceptions regarding green marketing implementation and environmental awareness on employee green behavior, with communication style examined as a moderating variable. Drawing on the Theory of Planned Behavior (TPB), this research provides empirical insights from a case study conducted at the Head Office of Bank Sumsel Babel. Data were collected from 115 employees and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results reveal that both green marketing and environmental awareness positively and significantly impact employee green behavior. Additionally, communication style significantly moderates the relationship between these variables, enhancing the effects on green behavioral outcomes. The study contributes to the theoretical advancement of TPB in the domain of organizational sustainability and offers practical implications for improving internal communication strategies, human resource practices and sustainable corporate culture. Keywords: Green Marketing, Environmental Awareness, Communication Style, Employee Green Behavior

Availability
Inventory Code Barcode Call Number Location Status
2507005338T182279T1822792025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1822792025
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xvi, 175 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.07
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Green Marketing
Prodi Manajemen
Specific Detail Info
-
Statement of Responsibility
Other version/related
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