How can green servant leadership foster ueh students’ pro-environmental behavior? exploring the mediating roles of green engagement and trust in the tuna ERA

Abstract

In the TUNA era (Turbulence, Uncertainty, Novelty, and Ambiguity), environmental pollution has become a serious issue, affecting ecosystems and human health. In Vietnam, rapid urbanization has exacerbated pollution, while environmental education for university students remains insufficient, leading to a lack of awareness and Pro-environmental behavior. Consequently, this research investigates the role of Green Servant Leadership in fostering Pro-Environmental Behavior among students at the University of Economics Ho Chi Minh City (UEH) and examines the mediating roles of Green Engagement and Green Trust. Using a mixed-methods approach, the study conducted a survey with UEH students and analyzed data through SPSS. The findings reveal that GSL positively influences Green Trust but does not directly impact Green Engagement, while Green Trust strongly affects PEB, highlighting the importance of trust in institutional sustainability commitments. Green Engagement also significantly impacts PEB, though it requires additional support from university green initiatives. UEH’s sustainability programs have increased student participation in environmental activities but have yet to fully strengthen students’ trust in the university’s environmental commitments. The study emphasizes that Green Servant Leadership can promote pro-environmental behavior by building trust and encouraging engagement in sustainability efforts, but a consistent and transparent sustainability strategy is essential to enhance long-term commitment and trust