Employees’ green brand love and green brand citizenship behavior

Employees’ altruistic behavior is a central component of organizational green activities; thus, understanding how to motivate green citizenship behavior in the workplace setting is crucial. This paper explored the effect of green brand love on green brand citizenship behavior, along with the moderating role of organization culture, from the perspective of frontline employees in the restaurant industry. We administered questionnaires to 426 frontline staff from six Taiwanese restaurants at a single time point. The results showed that green brand love was positively associated with green brand citizenship behavior, and that clan culture and adhocracy culture positively moderated this relationship. The findings provide practical recommendations for hotel restaurant managers regarding the types of organizational culture that should be developed.