Christian Wiradendi Wolor, Samsul Hadi, Heru Wahyu Herwanto, Ayatulloh Michael Musyaffi, Wong Chee Hoo, Mahmoud Ali Rababah
This study aims to explore the meanings, motivations, and challenges of green work behavior among employees of eco-friendly culinary MSMEs. Employing a qualitative approach with a case study design, data were collected through in-depth interviews, participatory observation, and documentation. The findings reveal that green behavior is interpreted as an expression of moral and social responsibility, influenced by personal values, local culture, and the exemplary practices of business owners. Employee motivation emerges from the interaction between intrinsic factors, such as ecological identity and social values, and extrinsic factors, including managerial support, customer recognition, and workplace community dynamics. Key challenges include financial constraints, lack of training, and uncertainty regarding the economic benefits of green practices. Despite these limitations, employees demonstrate adaptive capacity through simple innovations, reuse of materials, and collaborative team-based learning. This study emphasizes the importance of contextual, participatory, and value-driven approaches in developing effective sustainability strategies in the MSME sector, particularly within informal and resource-constrained environments. © The Author(s) 2025.
Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta, 13220, Indonesia; Faculty of Engineering, Universitas Negeri Yogyakarta, Yogyakarta, 55281, Indonesia; Faculty of Engineering, Universitas Negeri Malang, Malang, 65145, Indonesia; Faculty of Business and Communication, INTI International University, Nilai, 71800, Malaysia; Department of Economics, Management and Law International Institute of Management and Business, Minsk, 220086, Belarus; Jadara Research Center, Jadara University, Irbid, 21110, Jordan
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