Section One: Introduction

The issue at hand pertains to "Environmental CSR and environmental citizenship behavior in
Lemonade cosmetic." It centers on how Lemonade cosmetic currently handles its
environmental responsibilities and how employees engage in environmental citizenship
behavior beyond their job descriptions. The significance of fostering environmental passion
and empathy among workers is also a key aspect of this issue. Evaluating and enhancing the
environmental commitment and behavior of Lemonade cosmetic's workforce, with a specific
focus on CSR, citizenship behavior, and the emotional aspects of passion and empathy, is the
core challenge.

1.Research background
The world has seen a change in favour of sustainability and corporate social responsibility (CSR)
in recent years. This shift is the result of people being more conscious of environmental problems
and realising how important it is for companies to take these issues seriously. The environmental
effect of the cosmetics business, which is well-known for using a lot of natural resources, energy,
and producing trash, is being closely examined. Consequently, adopting environmentally friendly
practises is becoming more important (Araújo, Inês Veiga Pereira, and José Duarte Santos, 2023)
Corporate sustainability and responsibility for a company like Lemonade Cosmetic heavily relies
on environmental citizenship behaviour (ECB). To significantly impact the company's
environmental goals, employees must actively engage in environmental initiatives and go above
and beyond the call of duty (Lee, 2021). As part of ECB, staff members voluntarily take actions
to improve the environment. This might include lowering waste, conserving resources,
participating in environmental education initiatives, and suggesting cutting-edge eco-friendly
practises (Mi et al., 2019).
Because it enables workers to comprehend how their activities affect the environment and other
stakeholders, empathy is essential (Herrity, 2022). Empathic workers are more inclined to behave
responsibly and think through the effects of their choices. By educating staff members to think
about how their job impacts the environment, nearby communities, and future generations,
Lemonade Cosmetic may foster empathy. Furthermore, ECB may be influenced by elements like
perceived advantages, company culture, and leadership support. It is recommended that leaders at
Lemonade Cosmetic take a proactive stance in promoting sustainability, allocating required
resources, and conveying to staff the significance of ECB. ECB may be greatly impacted by
developing a strong workplace culture that encourages sustainability and honours staff members
for their environmental achievements (Centre for Creative Leadership, 2023)

2.Company background
One of the major companies in the cosmetics industry is Lemonade Cosmetic, which is focused
on the production and distribution of cosmetics and beauty products. The company has
established itself as a leader in product quality, innovation, and brand trust since its founding
more than five years ago. With its history of development and adaptation to the changing
demands of the beauty business, Lemonade Cosmetic has captured the attention of both
Vietnamese and international consumers (Anh, 2023).
The core of Lemonade Cosmetics' business model is its commitment to not just enhancing beauty
but also to improving the beauty of the world. Their dedication to environmental sustainability is
shown by their robust Environmental Corporate Social Responsibility (CSR) plan. The company
has consistently attempted to align its operations with ecologically beneficial principles, from
ethical ingredient sourcing to eco-friendly packaging and energy-efficient production techniques
(Anh, 2023).

3. Research Objectives
The focus of Lemonade Cosmetics' examination of the aim for the environmental CSR and
environmental citizenship behaviour is on a number of important factors. First and foremost, the
study aims to investigate the current status of Lemonade Cosmetics' environmental corporate
social responsibility initiatives, along with the impact these initiatives have on the natural and
social environments. In addition, the research will look at the factors that influence Lemonade
Cosmetics employees' engagement in environmental citizenship activities and the extent to which
they participate in these activities. It also aims to explore how employees' passion for the
environment plays a part in encouraging a sustainable culture and responsible environmental
practises within the company, as well as how employees' empathy for stakeholders and
environmental issues affects their commitment to environmental sustainability. Additionally, the
study will look at potential barriers and issues Lemonade Cosmetics has when trying to instill
environmental passion and empathy in its staff. Lastly, the research will provide Lemonade
Cosmetics with suggestions and techniques to enhance its environmental corporate social
responsibility initiatives and promote environmental citizenship among employees, with a focus
on fostering a sense of excitement and empathy for the environment.

4. Research Questions
It is crucial to develop the main research topic in light of the above-mentioned goals and research
aim: How does the level of environmental passion among workers at Lemonade Cosmetics affect
the promotion of sustainability and environmentally responsible practices within the
organization?.This led to the following supplementary questions may be derived from the main
research question: Does empathy play a significant role in shaping employees' attitudes and
behaviors toward environmental responsibility? How does the level of environmental passion
among workers at Lemonade Cosmetics affect the promotion of sustainability and
environmentally responsible practices within the organization? What are the primary barriers and
challenges faced by Lemonade Cosmetics in promoting environmental passion and empathy
among its workforce?

5.Contribution of your research

A unique contribution of this research topic is the exploration of the interaction between
environmental passion, empathy, and environmental citizenship behavior within an
organizational context. Instead of primarily focusing on structural or organizational factors, this
research highlights the human aspect. It emphasizes the importance of emotional intelligence and
individual factors in shaping CSR practices. By recognizing the strong influence of these
individual factors, the study provides practical strategies for promoting environmental citizenship
behavior and enhancing sustainability efforts within organizations.
According to Kumar Roy and Psychogios's (2022) paper, the article also speaks on the
fundamental theme of the link between Corporate Social Responsibility (CSR) and the behaviour
of workers in organisations that are comparable to human labour usage. Specifically, the authors
focus on how CSR influences employee behaviour. My subject and their article both utilise the
same theoretical framework in order to illustrate the influence that CSR has on employee
behaviour. This is something that I have also done in my essay. On the other hand, the essay
written by Kumar Roy and Psychogios focuses largely on investigating the results of
organisational identity, commitment, and work happiness. These findings are not very specific
and may not provide a comprehensive comprehension of how CSR influences the behaviour of
employees. On the other hand, the emphasis of my paper is on environmental citizenship
behaviour, which is a finding that is both more particular and immediately applicable when
investigating environmental CSR.

6.Scope and Access

6.1. Scope
The purpose of this research was to look at Lemonade Cosmetic's environmental corporate social
responsibility (CSR) policies and environmental citizenship practises, with an emphasis on the
value of passion. The company's employees are passionate about the environment and
empathetic. This research is restricted to a small number of Lemonade workers due to time
restrictions, and the poll will only include staff opinions—customer viewpoints will not be
included. An overview of environmental CSR and the significance of employees' empathy and
enthusiasm for the environment will be provided to brand managers by this.

6.2. Access
The questionnaire will be sent 169 employees from Lemonade
Address: 32 Ng. Tho Xuong, Hang Trong, Hoan Kiem, HaNoi
Contact: 0987.272.212 (Quach Anh - CEO)
Email: mkt@lemonade.vn
 The data gathering technique is carried out online to provide accurate, straightforward, and
time-saving results. Participants in the study questionnaire may also be contacted by email or
phone. The number of participants is expected to equal or surpass the threshold due to the
organization's willingness to provide information for this academic and non-profit initiative.

7.Research ethics
Research ethics is concerned with the application of fundamental ethical concepts to research
activities (Resnik, 2020). In this study, the goals of ethical compliance are informed consent and
confidentiality/anonymity.
Informed consent: The questionnaire included all of the information the interviewers need on
the research topic. Participants are also kept up to speed on the data that has been gathered as
well as the data that has to be updated and shared. The purpose of informed consent is to
guarantee that the survey process continues and that the respondent accepts it.
Confidently mity: Personal information (name, age, etc.) of interview participants is kept
confidential to guarantee their safety. The investigator is responsible for closely monitoring the
replies and preventing participant data loss or leakage. As a result, respondents may confidently
reveal the truth in the questions, resulting in very accurate research outcomes..

Section Two: Reasons for choosing this project

1.Business Relevance
Environmental Corporate Social Responsibility (CSR) and environmental citizenship behaviour
research is significant for Lemonade Cosmetics for various reasons:
Lemonade Cosmetics' brand image and reputation might be significantly enhanced by exhibiting a
commitment to environmental CSR and encouraging employees to practise environmental
citizenship. Customers in today's socially conscious consumer market often prefer to support
environmentally responsible enterprises. A favourable brand image and reputation may be linked to
increased customer loyalty and trust.
Lemonade Cosmetics may get a competitive advantage by a successful environmental CSR plan
and environmentally responsible activity. It may set the company apart from competitors and attract
environmentally conscious clients. This might be a critical factor in the cosmetics industry, where
sustainability and ethical practises are becoming more important.
Measures to decrease costs: Environmental CSR initiatives may result in cost savings for the
company. Energy efficiency, waste reduction, and sustainable sourcing may all result in lower
long-term operational costs. This might improve the organization's bottom line and overall financial
performance.

2.Personal Interest
Choosing a project that focuses on Corporate Social Responsibility (CSR) and environmental
citizenship behaviour in a company like Lemonade Cosmetic places special emphasis on the
importance of nurturing passion for the environment and empathy among the company's workforce,
reflects my deep commitment to environmental sustainability and desire to create meaningful
change. As a person pursuing a career in business, sustainability, or CSR while still working at
Lemonade, this initiative aligns nicely with my future aspirations and provides me with practical
insights and abilities required in today's changing employment market. Furthermore, I see this
effort as a way to contribute to the greater cause of environmental stewardship while also possibly
favourably influencing Lemonade Cosmetics' organisational culture. Finally, this study project
offers not only personal development but also the possibility of making a practical difference in the
area of environmental awareness.

Section Three: Literature Review

My study focuses on Environmental Corporate Social Responsibility (CSR) within Lemonade
Cosmetic, emphasising the relevance of workers' environmental enthusiasm and empathy. I
investigate how these characteristics impact environmental citizenship behaviour — behaviours
that go above and beyond employment responsibilities and contribute to environmental
sustainability. The research digs at Lemonade Cosmetics' techniques for instilling passion and
empathy in workers, as well as their influence on the success of CSR activities. This study offers
light on how employee involvement may improve a company's commitment to environmental
sustainability, which benefits not just Lemonade Cosmetic but also other firms looking to
improve their environmental CSR efforts.
1.Theoritical background
S-O-R theory (Stimulus-Organism-Response theory) is a framework used in environmental
psychology and other fields of psychology to analyse how humans react to environmental stimuli
(Hochreiter, Benedetto and Loesch, 2023). According to this idea, there are three major
components engaged in the process:
Stimulus (S): This is the external or situational aspect that causes a reaction. This might relate to
physical or social features of the environment, such as natural landscapes, developed
surroundings, or other people, in environmental psychology.
Organism (O): The organism is the individual or person who is subjected to the stimuli. This
comprises psychological, physiological, and cognitive features. These qualities have an impact on
how a person perceives and interprets environmental stimuli.
Response (R): A response is an individual's reaction or behaviour in response to a stimuli. This
might involve emotional reactions, cognitive assessments, and overt behaviours.
The S-O-R hypothesis emphasises that how people react to external stimuli is impacted not just
by the input but also by their own internal features and processes. It emphasises the intricate
interconnections between the environment and the person, acknowledging that the same
environmental stimuli may elicit various reactions in different people depending on their specific
features and experiences (Zhai and Ghani, 2019)

2.Definitions
2.1. Environmental CSR
Environmental CSR is an essential component of the CSR idea; the preservation of the
environment falls within the purview of the organisation, and environmental CSR may serve as a
strategic guideline for the organisation to follow in order to achieve its objectives in terms of
sustainable development (Alam and Islam, 2021). Environmental CSR is an essential component
of the CSR idea. The concept of CSR has many components, one of which is environmental
CSR. The current body of research examines the concept of environmental CSR from the
perspectives of three different groups of people. An action-based definition of environmental
CSR defines it as a set of environmental actions that enterprises voluntarily execute (Rashid,
2015). This is the first point to consider. According to Punte et al. (2007), a more constrained
notion of environmental CSR connects these stages to the management of resources or energy.
Second, a process-based approach contends that environmental CSR is nothing more than an
optimisation of the organisational process with the purpose of limiting the effect that it has on the
environment. This viewpoint says that environmental CSR is nothing more than an optimisation
of the organisational process with the intention of minimising the impact that it has on the
environment. The process-based approach provides support for this viewpoint. According to the
third and last viewpoint, which is a product-based perspective, environmental CSR refers to the
technique in which corporations generate products and services that are friendly to the
environment (Wirba, 2023). It fosters the engagement of the most significant stakeholders in the
environmental operations of the firm, and in a larger sense, it refers to the simultaneous
consideration of social and environmental issues in the production and operation of the business
(Yuan and Cao, 2022). This is done in order to reduce the amount of damage that the activities of
the corporation do to the environment that is around its facilities.
2.2. Environmental Passion
According to Junot and Paquet (2017), a new concept referred to as environmental passion may
be characterised as an energising and pleasant sensation that is focused on the environment. This
passion encompasses pleasant feelings, strong sentiments, and inspiration, all of which encourage
individuals to participate in pro-environmental behaviour and motivate people to make extra
beneficial contributions to the preservation of the environment (Stephen, 2001). Environmental
passion is considered an important antecedent of environmental behaviour (Vallerand et al.,
2007b), and it may be predicted by organisational environmental management methods (Linstead
and Hopfl, 1993). These findings were published in the journal Environmental Science &
Technology. The phrase "environmental passion" refers to the common environmental emotional
experiences that are able to be predicted by organisational environmental management policies
and that are capable of having an impact on the environmental attitudes and behaviours of people.
These experiences may be expected to be predictable since environmental management policies
are designed to protect the environment.
2.3. Environmental Empathy
According to Milfont and Duckitt (2010), environmental empathy may be defined as the
understanding of and the capacity to share an emotional experience of the natural world. To be
more explicit, environmental empathy is the ability to experience and grasp difficulties pertaining
to the natural environment. According to Stephen (2001), an individual's degree of environmental
empathy may be able to alter both their attitude and their behaviours towards the natural
environment. According to Linstead and Hopfl (1993), environmental empathy is one of the most
essential components in conserving the environment, and it may be predicted by the policies that
organisations put in place for environmental management. Environmental empathy is the term
used to describe the typical emotional responses that people have when they think about the
environment. These responses may be anticipated by employing an organization's environmental
management principles. It is possible that workers' attitudes and actions towards the environment
might be influenced by their level of empathy with the environment.
2.4. Environmental Citizenship Behavior
According to Boira and Paillie (2012), environmental citizenship behaviour may also be
considered to relate to an employee's organisational citizenship behaviour in reference to the
environment. This is something that can be understood in relation to environmental citizenship
conduct. An example of environmental citizenship conduct is when employees voluntarily take
steps that have the potential to deliver environmental benefits not just to the firm but also to
society as a whole. The practise of environmental citizenship is often sometimes referred to as
"green behaviour." Environmental citizenship conduct is an autonomous behaviour that has the
ability to contribute to the greening of companies, according to Azam (2022). According to
Authour, the term "environmental citizenship behaviour" refers to the actions that employees take
when they care about the environment and support the organization's environmental management
strategy. Authour came to this conclusion after interviewing environmental experts. The practise
of actively encouraging and recruiting individuals to work towards protecting the environment is
one example of environmental citizenship activity. Environmental citizenship behaviour can also
be understood as environmental behaviour in the public and private sectors that is motivated by
the belief that there is a requirement for equitable distribution of environmental products,
participation, and joint formulation of policies that are sustainable (Si, Jiang, and Meng, 2022).
This approach to environmental civic activity is informed by a more holistic point of view.

3.Relationships and hypotheses development

3.1. Environmental CSR perception and environmental passion
Employees' job enthusiasm for environmental conservation is often linked to pleasant emotional
experiences. Employees have a higher degree of voluntary desire to reach their own objectives,
including environmental practise goals, when they are in a pleasant emotional state (Biraglia and
Kadile, 2016). According to Zhao et al (2020), micro (employee)-CSR research has primarily
focused on the halo effects of employee attitudes towards CSR on traditional behavioural
outcomes such as corporate identity, organisational trust, workplace creativity, organisational
justice, task performance, organisational commitment, job satisfaction, and turnover intention. As
a result, researchers may infer that environmental CSR may boost staff members' interest for the
environment. Second, according to Onkila (2009), an individual's participation in environmental
activities will increase the person's existing positive attitude towards environmental preservation.
Employees' voluntary engagement in environmental protection behaviours may become the
driving force behind the organization's ongoing environmental initiatives, while also providing
stakeholders with the convenience of engaging in corporate environmental activities. Employees
may easily engage in environmental activities in the organisation as significant stakeholders,
which can increase their positive experience in environmental protection and drive environmental
enthusiasm (Gousse-Lessard et al., 2013). According to social learning theory, individuals may
learn from their surroundings either actively or passively (Smith et al., 2016). Environmental
CSR policies will improve employees' attitudes towards and awareness of environmental issues
by sharing and applying environmental knowledge, deepening their comprehension of
environmentally friendly behaviour, and augmenting environmental knowledge during the
sharing process. Employees that participate in environmental preservation activities will be
aroused, and they will actively learn from their experiences, as well as perceive the significance
of the activities. As a consequence, the activities will heighten the participants' good emotional
experiences with the natural environment and inspire them to develop a profound love of the
natural world.
=> Hypothesis 1. Environmental CSR perception will be positively associated with
environmental passion.

3.2. Environmental CSR affect environmental empathy

The magnitude of the influence of corporate social responsibility (CSR) initiatives focused on the
environment on workers' environmental empathy is significant due to many key factors. An
organisation that actively engages in environmental corporate social responsibility (CSR) serves
as a commendable model for its personnel. When workers see their employer engaging in
environmentally conscious activity, they are more likely to internalise and adopt such behaviour
themselves. The "Enrich, Not Exploit" commitment made by The Body Shop exemplifies a
dedication to both environmental and social responsibility. The employees of The Body Shop are
often exposed to the company's initiatives aimed at reducing its environmental impact, perhaps
serving as a role model for them. When people see a corporation engaging in ethical material
acquisition practises, there is a higher likelihood of them internalising and adopting similar
ethical principles in their own life. Furthermore, companies that engage in environmental
corporate social responsibility often initiate staff awareness and education initiatives. These
courses may provide staff members with a comprehensive understanding of contemporary
environmental concerns and the need for adopting sustainable practises. An instance of
collaboration may be seen between The Body Shop and Plan International, whereby they jointly
provide assistance and training to women living in marginalised areas. Through engagement in
these initiatives, workers of the organisation have a heightened understanding of the social and
environmental implications associated with their professional endeavours.Ultimately, the
integration of environmentally sustainable practises inside the workplace has the potential to
function as an intrinsic source of motivation for workers. Consequently, individuals may exhibit
a greater inclination to embrace sustainable practises in their daily routines. As an example,
employees often engage in community service initiatives organised by The Body Shop, including
endeavours such as forestry projects, animal rights advocacy, and fair trade endeavours. These
encounters have the potential to serve as a catalyst for workers to adopt a lifestyle that is more
socially and ecologically responsible.
=> Hypothesis 2. Environmental CSR perception will be positively associated with
environmental empathy.

3.3. Environmental passion affect environmental citizenship behavior

Based on a study done by Vallerand et al. (2007), an individual's inclination towards the natural
environment plays a pivotal role in influencing their engagement in environmentally responsible
behaviour. The underlying factors contributing to this phenomena will be examined in the
subsequent paragraphs. According to Liu, Chen, and Yao (2011), the primary aim of cultivating a
love for the environment is to translate positive feelings associated with environmental protection
into environmentally beneficial actions. Environmental citizenship conduct refers to a specific
category of actions aimed at safeguarding the environment, often undertaken by individuals
employed within an organisational context. Environmental citizenship conduct refers to a kind of
behaviour aimed at protecting the environment. This discovery implies that an employee's
enthusiasm for the environment may play a significant influence in fostering environmentally
appropriate actions inside the workplace. Furthermore, the concept of environmental passion
refers to a form of enthusiastic and positive emotional encounter that has the potential to augment
employees' positive emotions, intense sentiments, and motivations when engaging in
environmental practises. This, in turn, serves as a catalyst for encouraging employees to actively
participate in environmental citizenship behaviours within the organisational context (Cardon,
2008). Environmental passion is a kind of experiential engagement that has the potential to
amplify workers' positive affect, intense emotions, and motivations to actively engage in
environmental activities. The feeling of having a passion for the environment has the potential to
enhance the positive emotions, profound ideas, and inspirations that individuals already possess
in relation to their engagement in environmentally responsible behaviours. According to
Vallerand et al. (2003), it is argued that the affection for the environment may be seen as a moral
encounter, and such moral encounters with the environment can significantly impact the
environmental behaviour of individuals in the workforce. The premise of this argument is that the
moral dimension of an individual's experience is contingent upon their affection for the
surroundings. Consequently, the researchers have reached the conclusion that a fervent interest in
the natural environment might potentially foster environmentally conscious behaviours among
workers. Moreover, extant literature has provided evidence indicating that the good emotions
experienced by employees might influence their engagement in environmentally responsible
behaviours (Perrewé et al., 2013). Ho et al. (2018) suggest that the presence of environmental
passion, defined as a favourable affective state towards the environment, may serve as a
motivating factor for employees to actively participate in environmental citizenship practises.
When discussing the concept of environmental passion, it refers to have a positive disposition
towards the natural world. Consequently, the researchers formulated the following hypothesis:

=> Hypothesis 3. Environmental passion will be positively associated with environmental

citizenship behavior.

3.4. Environmental empathy affect environmental citizenship behavior

Bandura (1977) posits a social learning theory which suggests that individuals acquire novel
behaviours and attitudes via the process of seeing and replicating the actions of role models.
inside the realm of workplace ethics, there exists a theory suggesting that the exposure of
employees to ethical role models inside their business may have a positive impact on their ethical
attitudes and actions. Consequently, the primary objective of the present study was to investigate
whether the exposure of employees to ethical role models may enhance their ethical perspectives
and foster a climate of ethical civic conduct inside the organisational setting (Nabavi and Bijandi,
2012). Based on the findings of Johnson's (2013) study pertaining to the psychological
determinants of sustainable behaviour, it is evident that the cultivation of ecological
consciousness has the potential to enhance individuals' capacity for environmental acceptance,
hence exerting an impact on their sustainable attitudes and behaviours. According to Johnson's
(2013) study, there is a correlation between psychological aspects and sustainable conduct. The
research suggests that enhancing individuals' ecological knowledge might lead to greater
acceptance of ecological concerns, as well as the development of pro-environmental attitudes and
actions. In addition, the study conducted by Jaime (2007) revealed that the promotion of
environmental empathy can serve as a beneficial approach to fostering a heightened level of
environmental awareness among individuals. The objective of this research was to investigate the
effectiveness of inducing environmental empathy as a method to cultivate and strengthen
responsible attitudes towards the environment. Moreover, recent research conducted by
Greenberg et al. (2022) has shown a positive correlation between the development of
environmental empathy and an individual's level of care for environmental issues. This
heightened worry, in turn, increases the likelihood of their engagement in environmentally
responsible behaviours. Moreover, Musitu-Ferrer et al. (2019) conducted noteworthy empirical
research that establishes a correlation between heightened empathy and a propensity for greater
engagement in pro-environmental actions. The concept of environmental empathy refers to an
individual's capacity to have sympathetic emotions towards the natural world, and it serves as an
indicator of their heightened level of environmental consciousness. According to Kim and Cooke
(2020), individuals who possess greater degrees of environmental empathy are more inclined to
participate in environmental citizenship practises. In summary, our research indicates that
fostering environmental empathy might serve as a potent catalyst for enhancing employees'
dedication to environmental citizenship.
=> Hypothesis 4. There will be a positive association between environmental empathy and
environmental citizenship behavior.
4.Research Model

Section Four: Research Methodology

1.Research Approach
When it comes to ideas about research methodology, researchers often speak about two primary
techniques, which include the inductive and the deductive approaches. Inductive methodology,
the purpose of which is to generate and create a new theory. This is the process that consists of
making observations, coming up with new hypotheses, locating data, and drawing conclusions.
"Explore" is at the heart of the inductive methodology, which means that its primary purpose is to
generate new hypotheses and then search for evidence to support or refute those assumptions. On
the other hand, using a deductive method involves putting already established hypotheses to the
test. The steps of finding existing theories, developing hypotheses, locating relevant evidence,
and drawing conclusions are included in the deductive research method. The word "confirm"
encapsulates the essence of the deductive methodology, which seeks to validate preexisting
assumptions via testing. This research paper will use a deductive strategy, based on the theories
about research techniques, since the nature of this study is identifying existent information in the
research studies that have already been conducted by other researchers.
2. Research Strategy
Regarding the research approach, information for this research article will be collected through
the use of the survey method. More specifically, a questionnaire will be drafted and printed
before being disseminated to the managers of each department and they will distribute it to
employees working in their departments so that those employees can answer questionnaire
answers. In contrast to the interview method, which requires respondents to give answers on the
spot, the research strategy gives respondents the opportunity to consider before answering, which
increases the quality of their answers.

3. Time Horizon
According to Samuel (2013), two main types of research may be conducted with respect to time
spans: cross-sectional studies and longitudinal studies. Longitudinal studies, as defined by
Thomas (2020), pertain to research endeavours that specifically examine change and
development over an extended period of time. Caruana, Solli, and Roman (2015) assert that
longitudinal studies are characterised by their considerable time and financial investment, mostly
finding use within the realm of management and business research. In contrast, studies using a
cross-sectional design focus on examining a particular occurrence at a certain moment in time.
Furthermore, it has been shown that the financial burden associated with cross-sectional research
is comparatively smaller in comparison to the costs incurred in carrying out longitudinal
investigations (Thomas, 2020). Given the limitations in terms of time and money, a cross-
sectional study design is deemed the most suitable strategy to use. The present research employs
a cross-sectional time frame since it collects data from a specific group of respondents who
possess expertise in the domain of talent management, during a certain timeframe.

4. Data collection method

a. Sampling method and limitations
When it comes to study, there are three factors that researchers are interested in: the individuals,
the samples, and the sampling procedures. People refer to all of the individuals who are actively
engaged in the research sector, particularly those who work for Lemonade. The process of
selecting a representative sample from a population via the use of statistical methodology is
known as sampling. To guarantee that the sample taken is representative of the total, one of the
most important goals of the sampling process should be pursued.
There are primarily two categories of sampling techniques, which are known respectively as
probability sampling methods and non-probability sampling methods. In particular, this research
will make use of a methodology known as probability sampling, in which each participant will
have an equal chance of being chosen to take part in the research. Cluster sampling, which is a
sort of categorisation inside the organisation, will be used for the purpose of this research as the
way of probability sampling. To be more specific, this type of sampling will partition Lemonade
Company into the appropriate number of divisions (sales department, marketing department,
etc.). Every category will have traits that are typical of the whole population, and every category
will have an equal opportunity to be chosen.
Nevertheless, there are several restrictions associated with the cluster sampling approach.
Because it requires putting persons or things into clusters, cluster sampling may not yield an
estimate that is as reliable as simple random sampling or stratified sampling, according to Kolve
(2021). There is a possibility that the variability inside a cluster is greater than the variability
between clusters, which might result in a reduction in the accuracy of the estimate. However,
since the time period for the study is limited, using this approach may save time and money in
comparison to other sampling methods, and it can also assist in reducing the expenses associated
with data gathering.

b. Sample size and location

When it comes to the sample size and geography, it is determined by the location of the business
as well as the researcher's capacity to get in touch with the people who could reply to the survey.
Concerning the size of the sample, it is preferable to have information about the population, the
sampling error, and the degree of confidence.
Because this study is doing an offline survey in the form of printed questionnaires, the researcher
is restricted in terms of both cost and time, and as a result, it is only feasible to carry out the
research in one particular city. As a result, the scope of the study is centred on Hanoi. However,
with the tremendous economic growth taking place in Hanoi, which is the capital of Vietnam, we
can only hope that the contemporary and fresh viewpoints would be able to somewhat
compensate for the drawbacks that were discussed before. at terms of the size of the sample, the
population consists of all of the workers working at the Hanoi of Lemonade.
In light of this, the population frame will consist of a list of all of Lemonade's workers, along
with details such as their names, ages, genders, and other demographic information. According to
Lemonade (2022), it is expected that there are roughly 300 workers working for Lemonade in
Hanoi across all of its subsidiaries. The margin of sampling error will be set at 0.05 in order to
guarantee the correctness and dependability of the data. This will ensure that 95% of the results
will be accurate, which is the same as saying that 100% of the results will be right. Last but not
least, the degree of confidence will be 90%, which indicates that 90% of all respondents together
can accurately portray the features of the whole population. Qualtrics, an extremely well-known
tool for selecting a sample, performed the calculation, and the outcome was 169 respondents.
These characteristics were mentioned first. According to the calculation, the researcher has to
conduct interviews with 169 respondents who match the features and standards outlined above in
order to guarantee the correctness and dependability of the findings of the study.

5. Variables
Variables Types Items Measurement Sources
Enviromental CSR Independent 3 Rating Turker, 2009
perception (Likert Scale)
Enviromental Mediating 5 Rating Robertson and
Passion (Likert Scale) Barling, 2012
Enviromental Mediating 3 Rating Kim and Cooke,
Empathy (Likert Scale) 2020
Enviromental Dependent 4 Rating Raineri and
Citizenship (Likert Scale) Paillé, 2016
Behavior

6. Descriptive Analytics
A descriptive analysis is a kind of study that helps in explaining, illustrating, or usefully
summarising data points so that patterns may arise that fulfil all of the requirements of the data
(Villegas, 2022). This type of analysis can be found in descriptive research. An interpretation of
statistics known as descriptive analytics is used to the study of historical data with the goal of
locating patterns and correlations. It makes it easier to comprehend what has taken place in the
past and gives companies with the ideal foundation from which to monitor trends (Min, 2023).
However, as the author points out, this kind of procedure does not result in a conclusion beyond
the facts on the testing of hypotheses; hence, this is merely a straightforward means of describing
the data. When it comes to descriptive analytics, it is very necessary to have an understanding of
each component, which includes the following:
The mean is defined as the average value (Min, 2023)
The number value that appears most often (Min, 2023) is referred to as the mode.
• The median is the value that is in the midpoint of a rank-ordered distribution (Min, 2023)
• Min/max is the highest and lowest possible numerical values found in all serial numbers (Min,
2023)
• Skewness is a measurement that evaluates symmetry or the absence of symmetry. If a
distribution or collection of data seems the same to the left and right of the centre point, then it is
said to have symmetrical appearance (Villegas, 2022).
• Kurtosis is a statistical metric that determines whether or not the data follow a normal
distribution and have heavy or light tails, respectively. In particular, the data sets that have a high
kurtosis tend to have big tails or outliers in them. In addition to this, the data sets that have a low
kurtosis have a tendency to have light tails or a lack of outliers (Villegas, 2022).
An interpretation of statistics known as descriptive analytics is used to the study of historical data
with the goal of locating patterns and correlations.

7. Statistical Method
In the present piece of study, a SEM-PLS model is used to explore the connections that exist
between the many variables that are being looked at. In place of the more conventional ANOVA
model, the Structural Equation Modelling (SEM) method, which takes a more contemporary and
cutting-edge approach, has been used. Covariance-based structural equation modelling (also
known as CB-SEM) and partial least square structural equation modelling (also known as PLS-
SEM) are the two basic categories that may be found within of the SEM framework. CB-SEM is
commonly used for theory-driven investigations, but the PLS-SEM model gives more versatility,
supporting a larger variety of variables, and may not be strictly dependant on theory-driven
queries. According to what is described in the accompanying textbook, the SEM-PLS model is
comprised of the following essential components:
Outer loading: In a SEM-PLS model, outer loading, also known as item reliability, assesses the
strength of the relationship between an observable variable (indicator) and a latent variable
(construct). The correlation between the indicator and the latent variable is used to calculate it.
Outer loadings may range between 0 and 1, with higher values indicating more powerful
relationships. In general, outer loadings of 0.7 or more are considered excellent, while those
greater than 0.5 are considered adequate.
Cronbach's alpha: Cronbach's alpha assesses the dependability of latent variables by assuming
that all items have equal associations and focused only on the connections between these latent
variables. Cronbach's alpha should be more than 0.7 for high dependability, but if it is greater
than that, it may indicate that the questions' objective is unduly redundant. Composite reliability
(CR): assesses the dependability of a latent variable within SEM-PLS models while taking item
weights into consideration. In general, CR values more than 0.7 are considered strong, while
those greater than 0.6 are considered good. In SEM-PLS models, CR surpasses Cronbach's alpha
because it avoids assuming that all scale items contribute equally to the latent variable, which is
an important factor in SEM-PLS since some items may be more significant for the latent variable
than others.
Average Variance Extracted (AVE): Evaluates a latent variable in a SEM-PLS model for
convergent validity. It is computed by averaging the squared correlations between the associated
indicators and the concealed variable. Values over 0.5 often indicate excellent convergence,
while values beyond 0.6 are considered very good.
Discriminant validity: Assess the extent to which the latent variables exhibit distinct
characteristics compared to other latent variables within the model. The evaluation utilises the
HTMT coefficient, which represents the average of all correlations in the structural equation
modeling-partial least squares (SEM-PLS) framework. The HTMT coefficient should not exceed
0.9, since over this threshold indicates a dearth of distinct demarcation and potential overlap
between the two concepts.
R2: Demonstrates the extent to which the variables in the model have explanatory capability,
with their values equally distributed between 0 and 1. As the coefficient of determination (R2)
approaches 0, it suggests a dearth of associations between the variables, whereas an R2 value
approaching 1 implies a more robust and intimate link.
Path coefficient: Represents the strength of the connections indicated by the arrows in the
equation, which indicate the relationships between variables. This number lies somewhere
between -1 and 1. The P-value must be less than 0.5 to evaluate the importance of the route
coefficient.
Collinearity: The state of having components that explain something very closely related to one
another. It is crucial to avoid this situation, since it leads to a substantial bias in the route
coefficient. For the purpose of quantifying collinearity, the Variance Inflation Factor (VIF) is
used. It is recommended to maintain VIF values below 5, since difficulties may arise at higher
thresholds.

8. Survey
The study "Environmental CSR and environmental citizenship behaviour in Lemonade cosmetic:
The importance of environmental passion and empathy among workers" focuses on the
relationship between environmental Corporate Social Responsibility (CSR) and behaviour
Environmental citizenship behaviour at Lemonade Cosmetic. This research also emphasises the
importance of environmental passion and environmental empathy in inspiring and engaging
workers in the company's environmental protection operations.

This study may be conducted via a survey to acquire data from Lemonade Cosmetic workers. The
survey's goal was to identify workers' ideas, attitudes, and behaviours towards the environment,
as well as their degree of engagement in environmental preservation efforts. The study's findings
may assist Lemonade Cosmetic better understand how individuals in their organisation contribute
to environmental protection objectives and develop better strategies to encourage environmental
citizenship behaviour and Corporate Social Responsibility for the environment.

The Appendix includes all of the questionnaire items.

Section Five: Activities and timescales

This study has a duration of 15 weeks, from June 29th, 2023 to October 25th, 2023
Tasks Materials Timeline Evaluation
Introduction Previous studies, Week The present discourse aims to
textbooks, and introduce the study subject within the
 journals 1 existing context and delve into the
chosen research issue.
Reasons for X Week Give my personal view on why the
choosing this project 2 topic was chosen.
Literature Review Previous studies, Week Examining other research publications
textbooks, and 3,4,5 on the same subject to offer theoretical
journals context. Then, for each variable in the
study, define it. Establish the linkages
and hypothesis formation among
variables next. Finally, based on the
preceding analysis, indicate the
constraints and state the hypotheses.
Methodology Previous studies, Week 6,7 Select the population and sample size,
textbooks, and the kind of model (SEM-PLS), the
journals attachment strategy and procedure,
etc.
Data Collection X Week 8,9 Give department managers the
questionnaire, and they will forwards
it to staff members via the prearranged
means, and then wait for their
response. Next, import the whole
response into the SEM-PLS modelling
software to get model output.
Discussions and Previous studies, Week Indicate the debates and conclusions
Findings textbooks, and 10, 11 based on the SEM model results.
journals
Recommendation Previous studies, Week Based on the results, suggestions were
textbooks, and 12,13 made for the organisation to enhance
journals its personnel management condition.
Reflection X Week Examine the research process once
again to acquire experience, identify
 14, 15 strengths and weaknesses to get
beyond obstacles, and take lessons
from the process for future research.

Personnel :
The division of labour among research team members is crucial to the effectiveness and efficiency
of the study project "Environmental CSR and environmental citizenship behaviour in Lemonade
cosmetic: The importance of environmental passion and empathy among workers." project quality.
Below is a typical breakdown of the tasks that my four-person team members perform:

Thao is in charge of the project's overall management, project planning, goal-setting, and scope
definition. She also plans data collecting, conducts analysis, and presents findings, and
communicates with management and other research groups to guarantee that the plan is followed.
Ngoc: Participates in the design and dissemination of surveys, assists in organising data collecting
and analysis, or gathers data from other sources.
Uyen: Arranges the design of surveys, gathers and processes data, and applies statistical analysis to
assess findings and derive conclusions from the information.
Huyen Anh is in charge of processing and evaluating information gathered from surveys and other
sources. She also does routine data analysis and makes sure the information is accurate and
complete.
Financial plan:
Design and distribute the survey: 5 million VND
Statistical software license: 15 million VND
Printing the survey: 1 million VND
Gift card for survey participants: 10 million VND
Phone and email costs: 5 million VND
Insurance for research projects when conducting direct surveys or collecting data in the form of
face-to-face meetings: 20 million VND
Application for processing and cleaning collected data, including data aggregation and analysis: 8
million VND
Researcher's travel expenses: 7 million VND
 Lemonade Cosmetics believes that by investing in this study, they can better understand how their
CSR initiatives affect the environment and increase consumer loyalty to their brand. the
perspective of the customer. The budget covers expenses related to hiring researchers, gathering
and analyzing data, and other elements crucial to the project's success. To budget guarantee
compliance and make required modifications, cost control and management must be practiced on a
regular basis.

Section Six: Performance review

1.My current assessment is that the planning step, the subject selection, and the first design of
the research project have all been successful up to this point. This is because the project began
with a thorough analysis of the relevant literature and well-defined research goals, which laid a
solid foundation for its further development.

2.As the study advanced, many concerns arose, mostly pertaining to data gathering and
unanticipated obstacles encountered in the field. Fortunately, the timely identification of these
difficulties was facilitated by consistent progress monitoring and effective contact with advisers.
I implemented a problem-solving methodology that included modifying data gathering
techniques and obtaining expert consultation as needed.

3.Taking on this assignment has provided me with invaluable experience and insight. My
knowledge of the subject matter expanded, and my proficiency in analysing data improved. In
addition, I developed skills in project management and communication that have been useful in
my academic pursuits.

4.One notable advantage of my approach was the successful implementation of self-discipline

and independent effort. Nevertheless, a shortcoming that was discovered pertained to the need
for improved time management and strict adherence to project timeframes. Occasionally, this led
to expeditious completion of tasks as the project neared its end.

5.In order to enhance my future workflow, I want to include a more organised project timetable
that includes frequent milestones and self-assessments to guarantee timely advancement.
Furthermore, I will prioritise the improvement of data quality via the refinement of data
gathering methodologies and the allocation of resources towards acquiring more extensive
training for myself.
Through the process of reflecting on previous experiences and identifying areas of improvement,
my objective is to enhance the efficiency and productivity of my future research endeavours as
an individual.

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