No good deed is too small : field experimental studies of different self-identities and workplace saving behavior

Purpose: This paper aims to propose that the extent to which activating self-identity increases resource-saving behavior varies across these three levels of self-identities. In particular, the authors hypothesize that activating relational or collective self-identity increases saving behavior more than activating individual self-identity does. Moreover, activating relational self-identity has a stronger impact on workplace saving behavior than activating collective self-identity does. In addition, the authors suggest that prosocial motive mediates the relationship between the three levels of self-identity and saving behavior. Design/methodology/approach: Workplace saving behavior such as office supply savings could help save organizational resources and build more environmentally conscious organizations. Drawing from self-identity theory, the authors examine the influences of three types of self-identities (i.e. individual, relational and collective self-identities) on workplace resource-saving behaviors. Findings: The results obtained from a field experiment conducted in a Chinese company and an online vignette study generally support the proposed hypotheses. The authors also discuss the theoretical and practical implications of the findings. Originality/value: The authors contribute to the literature on saving behavior in organizations by studying an individual-level predictor from the perspective of self-identity and the research on self-identity and saving behavior by testing the mediating role played by prosocial motive. Based on the findings, the authors also propose some human resource policies to increase workplace saving behavior.