Environmentally Specific Servant Leadership and Brand Citizenship Behavior: The Role of Green-Crafting Behavior and Employee-Perceived Meaningful Work

Sustainability and environmental concerns have become increasingly important in the business world, with organizations seeking to integrate sustainable practices and enhance their brand citizenship behavior. Servant leadership that is focused on the environment is a type of leadership approach that gives prominence to preserving and promoting environmental sustainability. This study aims to examine the impact of environmentally specific servant leadership on brand citizenship behavior, with a focus on the mediating roles of green-crafting behavior and employee-identified meaningful work. Drawing on data from a survey of 319 employees working in hotels, this study conducted partial least square–structural equation modeling (PLS-SEM) to test a dual-moderated mediation model to explore the direct and indirect effects of environmentally specific servant leadership on brand citizenship behavior. The results of this study reveal that environmentally specific servant leadership has a significant and positive impact on green-crafting behavior and employee meaningful work. Moreover, green-crafting behavior and employee-perceived meaningful work both mediate the link between environmentally specific servant leadership and brand citizenship behavior. Specifically, green-crafting behavior acts as a mediator between environmentally specific servant leadership and employee-perceived meaningful work, while employee-perceived meaningful work mediates the link between green-crafting behavior and brand citizenship behavior. These findings have important implications for managers and organizations that seek to enhance their sustainability and brand citizenship behavior. Specifically, this study highlights the critical role of environmentally specific servant leadership (ESSL) in promoting green-crafting behavior and employee-perceived meaningful work, which in turn influence brand citizenship behavior. Therefore, organizations can improve their brand citizenship performance by developing ESSL behaviors and practices that foster green-crafting behavior and employee-perceived meaningful work.