Behavioral nudge capabilities and environmental behavior: Unveiling the mediating role of cultural identity

Environmental crises resulting from unsustainable human practices threaten global well-being substantially. Organizations, especially in the education sector, are vital in encouraging pro-environmental behaviors among staff. This study explores the connections between behavioral nudge capabilities, cultural identity, and employee environmental actions within an educational institution. Employing a descriptive-analytical methodology, data were gathered from 350 employees chosen through simple random sampling. The sample size was determined in advance using G∗Power software, aiming for a statistical power of 0.80, an alpha level of 0.05, and a medium effect size (f 2 = 0.15). Standardized questionnaires were utilized to measure key constructs. The construct validity was verified through confirmatory factor analysis (CFA), while reliability was evaluated using Cronbach's alpha coefficients (0.874–0.970), indicating outstanding internal consistency. Data analysis was conducted with Amos software and structural equation modeling (SEM). The results demonstrate a significant positive correlation between behavioral nudge capabilities and employee environmental actions (β = 0.45, p < 0.01). Cultural identity played a significant mediating role in this relationship (indirect effect = 0.18, p < 0.01). These findings highlight the significance of culturally sensitive nudges and emphasize the supportive role of cultural identity in adopting sustainable practices. Given that the study was conducted within a single educational organization, the generalizability of the results to other contexts should be approached with caution.