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Prof. Dr. Paola Magnano
Kore University of Enna
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Prof. Dr. Gabriela Topa
Social and organizational Psychology, Universidad Nacional de Educacion a Distancia
Spain

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Home > Archives > Vol. 10 No. 11 (2025): published > Research Articles
ESP-4294

Published

2025-11-26

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Vol. 10 No. 11 (2025): published

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Research Articles

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Copyright (c) 2025 Penghao Bai*

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How to Cite

Penghao Bai. (2025). Priority decision-making for green projects in project portfolio optimization: The joint mechanism of environmental attitudes and social norms. Environment and Social Psychology, 10(11), ESP-4294. https://doi.org/10.59429/esp.v10i11.4294
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Priority decision-making for green projects in project portfolio optimization: The joint mechanism of environmental attitudes and social norms

Penghao Bai

Metropolitan College, Boston University, Boston, 02215, Massachusetts, USA


DOI: https://doi.org/10.59429/esp.v10i11.4294


Keywords: project portfolio management; green projects; priority decision-making; environmental attitude; social norms; moderating effect


Abstract

In the context of sustainable development, optimizing green project priority decisions through project portfolio management has become a key issue for enterprises. Based on the theory of planned behavior and social norms, this study constructed a theoretical model that combines psychological factors and social factors. It aims to explore the joint effect mechanism of environmental attitudes and social norms on green project priority decisions. The study used a questionnaire survey method to collect data from 294 business managers from industries such as manufacturing, information technology, and finance. The scales used included the New Ecological Paradigm Scale, Social Norm Scale, and Project Priority Evaluation Scale. Data analysis was conducted using SPSS 25.0 and the PROCESS plugin to examine the main and moderating effects. The results showed that environmental attitudes had a significant positive impact on the priority of green projects (β=0.39, p<0.001), and social norms played a positive moderating role in the relationship between the two (β=0.18, p<0.01). Research has shown that green project decision-making is not only driven by individual attitudes but also strengthened by external regulatory environments. However, the research samples mainly come from specific industries and regions, and the universality of the conclusions needs further verification. Practically, enterprises should focus on cultivating managers' environmental values and actively shaping and utilizing social norms to promote higher priority for green projects in resource allocation.


References

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