When green becomes demanding: work-related stress and required versus voluntary employee green behavior

Purpose Driven by increasing regulatory pressures and the imperative for sustainable transformation, many organizations seek to improve environmental sustainability. In this context, employee green behavior (EGB) represents a key mechanism by which sustainability goals are enacted at the individual level. EGB can take the form of voluntary, self-initiated behavior or be required by an organization. This transformation is designed to enhance greenness but introduces green job demands and thereby potentially increases work-related stress, which simultaneously may undermine employees' engagement in EGBs. Therefore, we examined how work-related stress and EGB are interrelated from the perspective of the job demands-resources (JD-R) model. Design/methodology/approach This paper adopted a conceptual approach based on a literature review, synthesis of existing theories and logical reasoning. We developed a conceptual model of the relationship between job demands, job resources and EGB that addresses a specific gap in existing literature and derived propositions for further research. Findings Green job demands and resources shape stress and motivation-related processes that differentially affect required and voluntary EGB. Moreover, work-related stress constrains especially voluntary EGBs. Practical implications Organizations and leaders should manage green job demands, strengthen green job resources and mitigate employee stress levels to enable particularly voluntary EGB. Originality/value We integrate the forms of EGB into the JD-R model and illustrate the underlying mechanisms.