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Using social and moral identity theory, this study aims to investigate the influence of perceived greenwashing on employee work attitudes by using social and moral identity theory. By examining the relationships between perceived greenwashing, employee cynicism, work alienation and turnover intention, this study unveils essential mechanisms that shed light on the complex relationship between these variables.

The study gathered data from a sample of 267 employees in the service industry and used variance-based structuring equation modeling to test the hypothesized associations. The results of the study indicated a positive relationship between perceived greenwashing and turnover intention.

Employee cynicism and work alienation emerged as crucial mediating factors, revealing the underlying psychological dynamics linking perceived greenwashing to turnover intention. Moreover, the study identified organizational pride as a powerful moderator that mitigates the adverse effects of greenwashing on employee attitudes.

Genuine and transparent environmental practices are crucial in the service industry to avoid misleading claims, safeguard reputation and establish trust. Leaders should exemplify genuine commitment to environmental practices, serving as role models. Regular and honest feedback mechanisms should be established to gauge employee perceptions of the organization’s environmental initiatives. Educating employees about the signs of deceptive practices can empower them to make informed judgments, reducing the likelihood of falling victim to misrepresentations and mitigating associated negative outcomes.

The current research seeks to shed light on the profound impact of greenwashing on employees, an area that has been surprisingly overlooked. The study responds to the call of the antecedents that influence employees’ intentions to leave their organizations. The study explored the vital relationship between perceived greenwashing and employee attitudes, thereby contributing valuable insights to the existing literature on the sustainable practices of organizations, particularly those in the service industry.