Green, keen, and somewhere in between: An employee environmental segmentation study

Past research analyzes employee engagement in pro-environmental behavior by assuming all employees are similar in their values, beliefs, and norms (VBN). We argue that a segmented approach is more effective in understanding workplace pro-environmental behaviors (PEBs) and seek to develop a typology of employees. Analyzing data from 702 office employees in the UK, this study yields a more finely grained segmentation of employee differences regarding environmental dimensions, personality traits, behaviors, and perceptions. Based on a cluster analysis methodology, this paper identifies three distinct employee segments: ‘Acorns,’ ‘Saplings,’ and ‘Trees.’ Theoretically, our findings suggest that the VBN theory should be expanded by integrating personality traits, and that organizational environmental policy makers should pay attention to the green subcultures that may form within clusters. Practically, our typology helps organizations design interventions to target different groups of employees with customized motivational strategies, communication tactics, and engagement approaches. •We segment employees based on ecological values, beliefs, and normative orientations.•Using cluster analysis, we identify three distinct, homogeneous, employee segments.•Results are useful to researchers who focus on the greening of organizational culture.•Green culture transformation frameworks must be segmented, not organization wide.•Organizations should target employees differently depending on ecological profiles.