The Human Factor in Green Transformation: The Impact of Empowering Leadership, Green Passion and Customer Pressure

Year 2025, Volume: 12 Issue: 2, 559 - 577, 30.06.2025

Itır Hasırcı , Fatma Zeybek Pınarbaşı , Volkan Akgül

https://doi.org/10.30798/makuiibf.1581359

Abstract

Sustainability, which has gained importance in modern businesses, is crucial for enhancing employees’ environmental awareness and creativity. The banking sector, a branch of the finance sector, also pays attention to raising its personnel’s ecological awareness and innovative skills to promote the sector’s sustainability. This study examines the mediating roles of empowering leadership, green passion and customer pressure in influencing the green creative behavior of bank personnel. Within the scope of the study, an online survey was administered to 403 bank personnel working in Balıkesir Province and Bandırma District, using the convenience sampling method. Partial Least Squares (PLS) based Structural Equation Modeling was used to analyze the study’s data. In the study, it was found that empowering leadership has a significant impact on the green creative behavior of bank personnel and this effect is partially mediated by green passion and customer pressure. This situation reveals that environmental creativity is a phenomenon that is sensitive to both leadership approaches and individual motivation elements, as well as external environmental dynamics, in the organizational context.

Keywords

Banking Sector , Customer Pressure , Empowering Leadership , Green Creative Behavior , Green Passion

Ethical Statement

Ethics committee approval for the study was obtained from the Bandırma Onyedi Eylül University Ethics Committee on December 12, 2023, with decision number 2023-10. The authors declare that the study was conducted in accordance with research and publication ethics. The authors confirm that no part of the study was generated, either wholly or in part, using Artificial Intelligence (AI) tools. The authors declare that there are no financial conflicts of interest involving any institution, organization, or individual associated with this article. Additionally, there are no conflicts of interest among the authors. The authors affirm that they contributed equally to all processes of the research.

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