Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior

In this study, expectancy–valence theory was used from the perspective of corporate green management to investigate green shared vision (GSV). Moreover, organizational identity theory and psychological ownership theory were combined to propose an integrated conceptual framework. To fill research gaps, an investigation was also conducted with frontline R & D and sales employees to further examine the effect of GSV on organization members’ psychology and behavior. The research results indicate that when under the following circumstances, corporate members can enhance organizational citizenship behavior for the environment (OCBE) to improve green management performance, gain the favor of green consumers and achieve sustainable consumption goals. First, enterprises should focus on environmental issues and develop their GSV. Second, enterprises should implement the GSV in different aspects, such as product design, processing, marketing and management. Finally, corporate GSV should be in line with the expectations and values of organization members on environmental issues to motivate their OCBE. Therefore, enterprises must implement their GSV to strengthen the green organizational identity and green product psychological ownership of their members.