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)

PUTRI, INTAN AYU KARTIKA NANDA and Azwardi, Azwardi and Mu'izzuddin, Mu'izzuddin (2025) 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). Masters thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Green Marketing, Environmental Awareness, Communication Style, Employee Green Behavior
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD5650-5660 Employee participation in management. Employee ownership. Industrial democracy. Works councils
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Intan Ayu Kartika Nanda Putri
Date Deposited:	06 Aug 2025 01:39
Last Modified:	06 Aug 2025 01:39
URI:	http://repository.unsri.ac.id/id/eprint/182279

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