Perceived greenwashing and employee green behavior: The roles of green organizational identity and self‐serving leadership

Abstract Greenwashing has become a common way in which many enterprises address expectations related to corporate social responsibility. As an abnormal and fake type of social responsibility behavior, greenwashing causes many problems, thus highlighting the importance of exploring the impact of corporate greenwashing. However, previous studies have mainly examined the impacts of greenwashing on enterprises, industry, and society, and the impact of greenwashing on individual employee behavior, which is important with regard to the sustainability of the enterprise, remains limited. The main purpose of this study is to explore how perceived greenwashing affects employee green behavior (EGB). Based on the stimulus–organism–response theory and social cognitive theory, a two‐wave survey was conducted to investigate 232 Chinese enterprise employees. The impact of perceived greenwashing on EGB was analyzed. The mediating role of green organizational identity (GOI) and the moderating role of self‐serving leadership in this context were examined. The results reveal that perceived greenwashing is negatively related to EGB. Furthermore, GOI mediates the direct relationship between perceived greenwashing and EGB. Self‐serving leadership weakens the positive relationship between GOI and EGB. This study thus develops a theoretical model of greenwashing and EGB. It also provides empirical evidence that can support attempts to promote EGB.