Antecedents of employee pro-environmental behaviour in hospitality firms in the Capricorn and Waterberg District Municipalities, Limpopo Province

Abstract

This study explored the factors leading to pro-environmental behaviour among the employees of small hotels in the Capricorn and Waterberg district municipalities of the Limpopo Province. The objectives of this study were: to investigate the relationship between values (altruistic values, Biospheric values, and egoistic values) and the new ecological paradigm; to determine the relationship between the new ecological paradigm and awareness of consequences; to examine the relationship between an awareness of consequences and an ascription of responsibility; to determine the relationship between an ascription of responsibility and personal norms; to examine the relationship between personal norms and employee pro-environmental behaviour; to determine if anticipated pride moderates the relationship between personal norms and employee pro-environmental behaviour; to investigate if personal norms, mediate the relationship between social norms and pro-environmental behaviour. Empirical evidence shows that individuals who prioritise altruistic values and biospheric values are more likely to hold pro-environmental beliefs and engage in behaviours that support sustainability and conservation. The study revealed that there is a significant relationship between values (altruistic values, egoistic values, and biospheric values) and performance and these findings are consistent with a number of studies conducted previously. The results uncovered that, altruistic values positively and significantly affect NEP. The study consistently demonstrated a positive correlation between the NEP and awareness of consequences. Empirical evidence highlights that individuals who hold a NEP are more likely to demonstrate increased awareness of environmental consequences and to engage in pro-environmental behaviour. This suggests that the NEP serves as an essential factor in shaping individuals’ attitudes towards the environment along with the awareness of the impact their behaviour has on the ecosystem. Empirical evidence found that individuals who exhibit greater awareness of environmental consequences and ascribe greater responsibility to themselves for their actions are more likely to engage in sustainability behaviours. This implies that individuals who understand the impact of their actions on the environment and take responsibility are more likely to make pro-environmental choices. The findings emphasise the importance of fostering a sense of responsibility and understanding the interdependence between individuals and the environment to v create a culture of sustainability. Overall, the relationship between social norms and pro-environmental behaviour is mediated by personal norms, which are specifically the best predictor of pro-environmental behaviour. The study recommends that regular workshops for SMME hotel staff from all divisions of the company must be organised to educate them on the value of preserving and protecting the environment. Green practice should also be included as a course in entrepreneurial programmes at higher education institutions so that these employees can take them as their subjects or modules, preparing them to protect the environment when running their day-to-day operations. Employees at SMMEs need to be aware of the influence of organisational factors on green practice to gain a competitive advantage. They need to be fully aware of how organisational variables affect green practices and how crucial they are to improving the efficiency of SMME hotels. SMME hotel management must regularly educate themselves and every employee on green practices. To gain a competitive advantage, they must also increase their level of knowledge about green practices and acquire new skills to function more effectively. Additionally, SMME hotel managers must be able to educate both current employees and new hires on how organisational issues might influence green practices.