The non-green triple threat: why employees resist sustainability behaviors and how national culture matters

Abstract

Purpose – This study aims to introduce the concept of the “non-green triple threat” to examine the antecedents and outcomes of employees’ non-green behavioral intentions using the theory of planned behavior. Design/methodology/approach – A multi-group analysis of structural equation modeling based on partial least squares was applied to data from manufacturing employees in Iran, Italy and India. Findings – Non-green attitude, subjective norm and perceived behavioral control significantly predicted non-green behavioral intention. This intention, in turn, positively influenced non-green behavior, knowledge sharing and work engagement. Furthermore, national culture moderated certain relationships. Originality/value – By incorporating non-green employee behaviors, this research provides a broader view of how environmental attitudes, norms and control perceptions shape harmful environmental outcomes. © 2025 Emerald Publishing Limited