When green backing blooms: green voices thrive in safe soils under person–organization value fit

Purpose This study aims to explore the impact of perceived green organizational support (PGOS) on employees’ green voice behavior (GVB), a relatively less explored phenomenon in the classification of pro-environmental behavior. It also investigates the mediating role of psychological safety (PS) and the moderating role of person–organization value fit (P-O fit) on the above relationships. Design/methodology/approach A total of 302 employees in Pakistan’s hospitality sector were surveyed. The relationships between PGOS, PS, GVB and P-O fit were analyzed using structural equation modeling in SmartPLS. Findings The study results demonstrate that PGOS significantly improves GVB, with PS being the mediator. In addition, P-O fit moderates both the direct and indirect effects of PGOS on GVB, such that high-value congruence magnifies the overall impact. Practical implications Organizations should implement supportive policies to motivate employees to raise green voices. Moreover, GVB could be facilitated by promoting green value alignment between employees and organizations. Originality/value This study offers new insights into the mechanisms driving GVB and adds to the ever-growing literature on pro-environmental behavior, especially in the hospitality sector of a developing country.