Effects of traditional Chinese culture on green behavior of salespersons through their perceived value, guanxi, psychological contract, and job crafting : an empirical study based on the theory of planned behavior and self-determination theory

Abstract

Employee green behavior protects the environment and saves resources, which is an important factor in the sustainable development of an organization. This research is based on the theory of planned behavior and self-determination and seeks to explore the effects of traditional Chinese culture on employee green behavior through perceived value, Guanxi, psychological contracts, and job crafting. Cross-sectional data from 849 valid questionnaires from Chinese salespeople obtained by convenience sampling were empirically analyzed, and the normal distribution test, descriptive statistical analysis, reliability analysis, KMO and Bartlett sphericity test, validity analysis, correlation analysis, and hypothesis test were adopted. In addition, suggestions are provided to enterprise managers and subsequent researchers according to the empirical research results.

The results show that, first, traditional Chinese culture has a positive effect on perceived value, Guanxi, and employee green behavior, and perceived value has a partial mediating effect, while Guanxi has no mediating effect. Secondly, perceived value has a positive effect on psychological contracts, job crafting, and employee green behavior, while psychological contracts have a partial mediating effect. Thirdly, psychological contracts have a positive effect on job crafting and employee green behavior, and job crafting has a partial mediating effect. Fourthly, job crafting positively affects employee green behavior. Finally, Guanxi had no positive effect on employee green behavior.