Presenting the typology of green motivation of green industry activists

Behavioral motivations vary in different industries, depending on gender, goals, and perspectives. The purpose of this study was to provide a typology of green motivations of actors (shareholders, managers and employees) of green industries. The research method of the present study is a series of mixed that in the qualitative part (theme analysis) and data collection tool was a semi-structured interview. The statistical population of the research in the qualitative section includes 47 selected companies of green industries in 1397. Sampling by snowball method from 40 CEOs, 15 managers of the Health and Safety Unit, 30 shareholders, 10 employees, 14 environmental managers and 8 green industry assessment experts, as well as 25 researchers and university professors and staff of environmental laboratories have been conducted throughout the country. In the quantitative part, the researcher-made questionnaire was distributed among 384 shareholders, managers and experts of green industries and was analyzed using Emus software version 24. The results showed that the species obtained based on internal and external dimensions are: nature fascination, life enthusiasm, life-friendly citizen motivation, belief / moral motivation, green motivation and give-and-take motivation. Also, the results of confirmatory factor analysis showed that the identified species can be distinguished from each other according to statistical analysis and they can be introduced as green motivation species of green industry actors.