Investigating the effects of green external and green autonomous motivation on three aspects of Pro-environmental employee behaviours: A Deep learning and SEM approach.

The study is based on the exploration of the strength of green external motivation and green autonomous motivation on the pro-environmental behaviours (PEBs) by organization members in Morocco. It explores three specific aspects of PEBs of employees of Morocco organization. The study followed a mixed methodology where a mixture of survey and country-based statistics were sourced for implementation of structural equation modelling (SEM) and long-short memory network (LSTM). Through the integration of both approaches, the study uncovered direct relationships between green autonomous and green external motivation with pro-environmental behaviours in three dimensions: green idea generation behaviour, green idea activation behaviour and green idea promotion behaviour. Along with this, the study also implied the significant mediating role of moral reflectiveness and co-worker environmental efficacy and significant moderation of organizational tenure only for moral reflectiveness and insignificance for co-worker environmental efficacy. With these findings, it highlighted the beneficiary role of green motivation irrespective of organizational tenure, a significant predictor of pro-environmental behaviour. Furthermore, the study justified the resilient setting of SDT theory and offered many useful suggestions for the theoretical and practical field.