Internal sustainability branding and employees’ pro-environmental behavior (2022)

This study examines how internal communication regarding environmental initiatives can promote pro-environmental behaviors (PEBs) of employees at work, thereby helping achieve corporations’ sustainability goals. Results of an online survey of 443 employees in the U.S. suggested that internal communication helps to increase employees’ problem and involvement recognition of their employer’s sustainability initiatives, while decreasing their constraint recognition. When employees are situationally motivated by their organizations’ communication efforts, they actively engage in communicative behaviors and PEBs at work. Theoretical and practical implications for internal public relations are discussed.