Beyond the psychology of self and individual's pro-environmental behaviours: exploring how technology innovations can help organisations achieve and promote sustainability

Purpose This study proposes a new agenda for research and practice on pro-environmental behaviours in organisational settings by exploring the intersection between technology innovations and pro-environmental initiatives. The goal is to demonstrate the utility of digital technology in promoting and achieving sustainability by addressing the complexity and inconsistency in pro-environmental behaviours. Design/methodology/approach Using relevant literature on pro-environmental behaviours, this study explores the possibility of embedding technology innovations in pro-environmental initiatives to promote and enhance sustainability in organisational settings. Findings This study argues that the recent technological advancement and open innovation provide new insights into understanding and implementing pro-environmental initiatives in organisational settings. While pro-environmental behaviours studies have advanced over the past decades, this study shows that many pro-environmental activities do not require employees to change behaviour. According to this study, psychology and technology innovations offer various opportunities for businesses to effectively and pragmatically embed sustainability into their operations without necessarily changing employees' behaviour. Research limitations/implications This conceptual study offers opportunities to empirically explore the collaborative nexus between “psychology-based pro-environmental behaviour research and technology innovation”. Despite the plethora of studies on pro-environmental behaviours, results are mixed and inconclusive, raising questions about the dominant practice used for promoting pro-environmental initiatives and behaviours at the corporate level. This study, therefore, provides a new pathway for businesses to address their environmental aspects, demonstrating a pragmatic approach to resolving the complexity of pro-environmental behaviours. Originality/value This study allows social investigators, policymakers, and technology developers to re-assess, revive and further investigate how they can collaborate to address practical environmental and social issues.