Application of Theory of Planned Behavior to investigate the role of Employee Green Intention to Achieve Ecological Sustainable Behavior: An overview of Pharmaceutical Industry of Pakistan

Abstract

This study provides an opportunity for the pharmaceutical industrial sector of Pakistan to become driver of positive change by motivating employees to adopt green sustainable and ecological sustainable behavior at their work place. Data was collected using questionnaire and 100 responses of pharmaceutical employees were analyzed using structure equation modeling statistical technique. The results showed that green attitude, green subjective norms, green perceived behavioral control draw significant impact on employee environmental friendly by proving all the hypothesis positive. The study provides the understanding to pharmaceutical practitioners that practical implementation of green friendly environmental strategies would lead pharmaceutical firms to gain lower cost benefits, reduction of energy consumption, reduces the emissions and exposure to chemical substances. This all ultimately enhance and build the goodwill and reputation of firm in the eyes of its stakeholders.