THE IMPACT OF QUALITY CULTURE ON GREEN ORGANIZATIONAL IDENTITY IN PRIVATE JORDANIAN UNIVERSITIES: THE MODERATING ROLE OF JOB SATISFACTION

Abstract The aim of this study was to determine the impact of quality culture on building a green organizational identity. This study also examined the moderating role of job satisfaction in the relationship between quality culture and green organizational identity in Private Jordanian Universities. This study’s population consisted of Deans of Colleges, Heads of academic departments and Unit directors in these universities. A questionnaire was used as a tool to collect data. An appropriate sample of 140 individuals was taken. SPSS software was used to analyze 98 questionnaires that were collected. One of the most important findings of this study was the presence of a statistically significant effect of quality culture on green organizational identity. This study also revealed the moderating role of job satisfaction in the relationship between quality culture and the Green Organizational Identity. The recommendations from this study include encouraging administrators of Private Jordanian Universities to give priority and importance to spreading a quality culture that supports building a green organizational identity that is also keen on raising the level of job satisfaction amongst employees in Private Jordanian Universities in order to improve the image of their green organizational identity. Universities should also incorporate environmental concerns in their vision and strategies in a way that enhances their level of evaluation and raises their level of competitiveness.