Do I Look Good In Green?: A Conceptual Framework Integrating Employee Green Behavior, Impression Management, and Social Norms



Felipe F. Araujo1


Abstract: Concern for employee green behavior is increasing, but the impact of important concepts like impression management and social norms still need further discussion. This paper proposes a conceptual model where impression management motivates employee green behavior. The more concerned employees are with their reputation, the more they will behave in ways that improve their image, either through task-related or proactive behaviors. Social norms will moderate this relation, while failing to behave according to the descriptive social norms will affect it negatively. Conforming to the injunctive norms will improve the employee’s image.

Key words: Employee green behavior. Impression management, and social norms


1 PhD Student at Fundação Getúlio Vargas – EBAPE/FGV. MSc in Business Administration at Universidade da Amazônia – UNAMA. MSc in Business at Curtin University (Australia). Marketing Specialization at Curtin University. E-mail:


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