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THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.81, # 2, 2024, pp. 84-103

The high F-value relative to the critical value demonstrates that the model adequately
fits the data, confirming the effect of action orientation on the adoption of eco-friendly
practices. Table 7 details the coefficients of the regression model. The unstandardized
coefficient (β) for the constant is 2.462, indicating the expected value of the adoption
of eco-friendly practices when the action orientation towards climate change is zero.
The unstandardized coefficient for action orientation towards climate change is 0.323,
meaning that for each unit increase in action orientation, the adoption of eco-friendly
practices increases by 0.323 units. The standardized coefficient (Beta) of 0.324 further
emphasizes the moderate strength of this relationship. The t-values for both the
constant (21.336) and the action orientation variable (10.382) are highly significant
(p < 0.05), reinforcing the reliability of these findings. Thus, the stated hypothesis was
accepted. The findings of the regression analysis align with and are supported by the
existing literature on the effect of action orientation towards climate change on the
adoption of eco-friendly operational practices. Research by Kollmuss and Agyeman
(2002) emphasises that individuals with a strong action orientation are more likely to
engage in behaviours that mitigate environmental impacts, such as adopting
sustainable technologies.

This is consistent with the findings of this study, where employees’ action orientation
has a significant effect on the adoption of eco-friendly operational practices. The
significant F-value and t-values in the regression model support the notion that a
proactive stance is crucial for driving organizational change toward sustainability.
These proactive efforts, as shown in this study, contribute meaningfully to the overall
adoption of eco-friendly practices within the companies surveyed. Equally, the role
of action-oriented employees in championing environmental initiatives is further
emphasized by Russell et al. (2016), who demonstrated that such employees are
pivotal in implementing eco-friendly practices, leading to significant environmental
benefits. This finding is mirrored in our results, where the action orientation of
employees towards climate change significantly influences the adoption of sustainable
practices. The statistical significance of the model highlights the importance of
encouraging a proactive environmental attitude among employees to drive the
adoption of these practices.

Organizational support structures are critical in promoting action-oriented behaviours,
as noted by Asghar et al. (2022). Firms with strong environmental leadership and
supportive policies create environments where proactive behaviours are encouraged
and rewarded. This study notes that enhancing such organizational support can
amplify the positive impact of action-oriented employees on the adoption of eco-
friendly practices. This is crucial for empowering employees to take the initiative in
implementing sustainable practices effectively.

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