Internal green marketing and ship employees' behaviour: The mediating role of motivation and attitude

Abstract

Today’s problems, such as pollution and scarcity of resources, require the awareness of internal customers and corporate sensitivity to environmental issues before external customers. Therefore, the study examines the relationship between internal green marketing and employees’ green motivation, attitude, and behaviour. The methodological basis includes the concept of social learning theory stating that behavioural patterns are adopted with the use of role models. The research methods are quantitative and sociometric analysis. The research data were obtained by survey method to 282 participants randomly selected among the ship employees of a maritime company in Turkey. Reliability and validity analysis were applied to the variables. The relationships between the variables were tested with the structural equation model. As a result, it was determined that internal green marketing significantly positively affected the employees’ motivation. It was concluded that motivation has a significant positive impact on attitude, and it has a positive effect on behaviour. In addition, it was found that motivation and attitude have a full mediating effect in this relationship.