Green Transformational Leadership, Creativity, and Organizational Culture: A Structural Model of Pro‐Environmental Behavior in an Emerging Cosmetics Market

ABSTRACT Understanding the behavioral foundations of green transformation within firms requires attention to both leadership processes and the motivational mechanisms that shape employee action. Drawing on transformational leadership theory, the resource‐based view, and self‐determination theory, this study investigates how green transformational leadership (GTL) relates to pro‐environmental behavior (PEB) through the creative and contextual conditions that support intrinsic motivation. Survey data from 1063 employees in the Turkish cosmetics industry were analyzed using structural equation modeling. The results indicate that green creativity (GC) transmits the influence of GTL on PEB, whereas green organizational culture (GOC) strengthens the conditions under which this influence is expressed. These findings clarify how leadership, creativity, and cultural support jointly underpin employees' environmental engagement. The study contributes to research on organizational greening by highlighting the motivational and contextual pathways through which leadership encourages sustainable behavior in emerging market settings.