Nature Connectedness and Pro-Environmental Behavior: Role of Mindfulness and Perceived Effectiveness

Abstract

The study investigates the impact of connectedness to nature (CTN) on the voluntary pro-environmental behavior (VPEB) of employees in the hospitality and tourism sector of Pakistan along with the mediating impact of employee mindfulness (EM) and the moderating effect of perceived environmental effectiveness (PEE) in light of the re-perceiving theory of mindfulness. This study focused on investigating four variables; connectedness to nature, employee mindfulness, voluntary pro-environmental behavior and perceived environmental effectiveness. This is a quantitative study that gathered cross-sectional data from 277 full-time professionals employed in the tourism and hospitality sector of Pakistan. Data collection was done over six months duration; September 2023 to February 2024. Data analysis is done by using SPSS and PLS-SEM; partial least squares-structural equation modelling. The findings of the study showed a significant indirect effect on employees' PEB. CTN of employees is linked with EM which positively influences the employee’s voluntary pro-environmental behavior at the workplace. The mindfulness of an employee regarding his or her actions positively affects perception, which in turn leads to pro-environmental behaviors at the workplace. When individuals are in contact with nature and are mindful of their actions, they develop the environmental attitudes to deal with it and their perception related to environmental effectiveness is affected positively. Overall, this study contributed to theoretical literature by investigating new relationships between existing variables. It added value through practical implications for organizations in the hospitality and tourism industry. According to the findings, policymakers and managers should understand the importance of programs and initiatives that can create employee mindfulness and help them connect to nature, resulting in a changed effective perception towards voluntary pro-environmental behavior. Guidelines and policies can change the perception of employees toward environmental concerns. They can design reward-based programs and motivation campaigns that capture the right talent for the environment and organization and help in retaining them.