Green and Social Innovation Behaviors Among Employees of SOEs in Indonesia

State-Owned Enterprises (SOEs) play a critical role in Indonesia's economy and sustainability agenda. SOEs contributed 21.9% of the 2023 state budget. Many of these SOEs is also pioneering green initiatives. This preliminary study investigates how trust in SOEs (organizational trust), mediated by consumer brand engagement (CBE) in social media, drives green and social innovation behavior among employees Surveying 93 respondents (87.1% SOE employees aged 18–45), this study applies an integrated framework incorporating Mayer and Davis's (1999) organizational trust model and behavioural theories. This preliminary study indicates that benevolence and trust significantly enhance CBE that contributes to green innovation behavior. However, the study found that ability and integrity dimensions of organizational trusts were not significant. These results suggest that SOEs' social responsibility and public welfare orientation are more effective at fostering engagement than perceptions of competence or ethical governance. This study suggests that CBE acts as a critical mediator between trust and sustainability behaviors, highlighting the need for active engagement to translate trust into action. This study contributes to the literature by contextualizing trust and engagement within Indonesian SOEs and emphasizes leveraging social media platforms like Instagram to promote benevolence-driven policies and trust-building initiatives. Limitations and further studies are discussed.