The purpose of this study is to yield new insights into the microlevel mechanisms underlying employees’ green high-intensity behavioural intentions. Using the construction industry as an example, this study examined how employees’ interpretation of environmental organisational strategies for the reuse of construction products shapes their intention to reuse, both directly and indirectly through coworkers’ proenvironmental social and personal norms. Structural equation modelling analyses ( N = 260 employees) show that perceiving an environmental strategy directly influences behavioural intentions, which is partly explained by proenvironmental norms in the workplace. These findings demonstrate how environmental organisational strategies become meaningful when employees perceive them and integrate them, which can be explained by applying a value-oriented goal-making perspective where norm activation theory provides a foundation. Therefore, internalising coworkers’ proenvironmental social norms to personal norms may be especially important. This study advances corporate sustainability research by highlighting how microlevel mechanisms can support the implementation of circular practices in organisations.
Brown et al. (Thu,) studied this question.