How Green Learning Orientation Cultivates Green Innovative Work Behavior: The Mediating Role of Environmental Commitment and the Moderating Effect of Proactive

Balancing economic growth and environmental sustainability is a critical challenge for emerging economies such as Indonesia, particularly in the manufacturing industry, which contributes substantially to both GDP and carbon emissions. While many firms have adopted sustainability policies, their effectiveness depends largely on employees’ behavior. Drawing on Social Cognitive Theory (SCT), the Stimulus-Organism-Response (SOR) framework, and a person-environment (P-E) fit perspective, this study examines the roles of Green Learning Orientation (GLO), Environmental Commitment (EC), and Proactive Personality (PP) in shaping Green Innovative Work Behavior (GIWB). Survey data were collected using purposive sampling, yielding 201 valid responses. The results show that GLO positively influences EC and GIWB. EC partially mediates the relationship between GLO and GIWB. Moreover, PP strengthens both the direct effect of GLO on EC and the indirect effect of GLO on GIWB through EC. These findings highlight the importance of aligning company learning environments with proactive individual characteristics to promote EC and GIWB.