Multidimensional scale for green internal marketing in Italian higher education

PurposeThis study aims to develop a measurement instrument for green internal marketing (GIM) in a knowledge-intensive industry (Higher Education).Design/methodology/approachThis study consists of four phases, using a mixed-methods design. Study 1 used a systematic literature review, interviews and focus group discussions (n = 30) to identify five categories and 29 initial items. Study 2 used exploratory factor analysis for scale purification and refinement. The study confirmed a 20-item and five-dimensional scale. The final data collection (n = 576) was conducted for Study 3 using the quantitative approach and establishing the scale's predictive validity. Study 4 checked the impact of GIM on knowledge worker performance using Smart-PLS 4.FindingsThis study found that GIM has five dimensions, which work as a catalyst in the knowledge-intensive sector. The study also found a significant impact of GIM on knowledge worker performance.Originality/valueThe study's innovative approach involves the development of a multidimensional scale and an examination of its effect on the identification of variables by GIM, specifically on the academic performance of knowledge workers in higher education. The study provides valuable recommendations for professionals and academics on achieving knowledge worker performance within higher education institutions effectively.