Success factors for sustainability ambassadorship.

Sustainability is becoming an increasingly important area of organizational activity in pursuit of sustainable development and social responsibility goals. An increasing number of organizations integrate sustainability principles into their strategies; however, in practice, challenges remain related to employees’ genuine engagement and the assumption of personal responsibility for sustainable behavior. One of the approaches used to address these challenges is sustainability ambassadorship, whereby employees voluntarily promote sustainability values and behaviors within the organization. Although sustainability ambassadorship is recognized in the academic literature as a significant initiative, there is still a lack of research identifying the factors that determine the success of this activity in organizations.