||This study explores the relationship between green employer branding and organizational commitment. Employer establishes green employer branding in order to develop a green image, attract potential employees and retain current employees. However, there are few literatures exploring how employer branding affects current employees. To investigate and realize the outcome of green employer branding, this study uses organizational commitment as the dependent variable. According to the consumer behavior model, consumers need to experience a product before generating brand loyalty, and only if it meets their expectation. With this concept, current employees must experience several corporate practices, such as job characteristics, leadership, training, performance management, and compensation, to distinguish whether the green business is worth their commitment. As such, there is a probable existence of a mediating mechanism.|
The results indicate that there are indeed mediating mechanisms between green employer branding and organizational commitment. The five mediators as mentioned above are only however, partially mediating. For employers who are awarded the green initiates, job characteristics will be the top priority. Thus, if job content fits employees, it will generate higher organizational commitment. For them, the leadership style has the lowest influence on its employees. However, this study also found that for non-awarded green businesses‟ employees, supervisor style is the most important factor instead of job characteristics. Therefore, the result may suggest green business employers cultivate transformational leaders when they start to go green.