Employees’ Green Enterprise Motivation and Green Creative Process Engagement and Their Impact on Green Creative Performance

Based on the recent surge in environmental degradation issues mainly caused by the manufacturing industry and the inadequacy of the measures taken to respond to them, this research focuses on investigating whether employees’ motivation to protect the natural environment leads to their green creative performance (GCP) at work. It also examines the role of green creative process engagement (GCPE) as a mediator between green motivation (GM) and GCP. Structural equation modeling (SEM) is used to examine the hypotheses which indicated that employees’ GCP appears to be significantly influenced by their GM. Moreover, GCPE is also found to act as a mediating factor between the two. Moreover, industry type and gender are found to play significant roles in the studied variables. The current research is among the pioneer studies that focus on involving employees in the pro-environmental creative process through green motivation, leading towards GCP, an essential element for achieving the United Nations Sustainable Development Goals. The study’s findings can help companies promote GCP to solve today’s most pressing environmental issues and achieve sustainable development goals.