This study investigates how organizational culture and leadership support can significantly influence employee engagement with sustainability goals. Using a qualitative methodology and semi-structured interviews, we collected primary data from 11 participants across various departments in a global Swedish manufacturing company. A thorough analysis integrated concepts from existing literature and identified clear themes from the empirical data. The findings underscore the pivotal role of organizational culture and leadership support in driving employee engagement with sustainability initiatives and reveal that effective leadership, marked by transparent communication and motivational incentives, is vital in advancing sustainability efforts. This synergy catalyzes strong employee engagement and fosters eco-friendly practices when combined with a positive organizational culture that prioritizes sustainability and aligns with organizational objectives. Recognizing and nurturing this interplay can enhance organizational success and reputation, contributing to significant progress toward sustainability goals. Future research could explore industry comparisons and the influence of technology, external regulations, and innovative measurement methods on sustainability participation. Undoubtedly, this study provides invaluable insights for global organizations, emphasizing the crucial and ongoing interaction between organizational culture and leadership support in sustaining employee engagement in green sustainability activities.

The concern for environmental sustainability is constantly growing within tourist destinations. Environmental concern is leading to increased consumer awareness of green sustainable destinations. The growing interest in sustainability-based practices contributes to companies using green marketing communication to attract green conscious consumers. The study contributes to understanding how green marketing communication and green practices can create misleading perceptions and affect the consumer experience of a surf destination, before versus after arriving in Bali, Indonesia. The study was conducted using an abductive and qualitative research approach. The data was collected from ten semi-structured interviews with visitors at a surf camp in Canggu, Bali. Observations of communication material were also conducted to complete the interviews. The results indicated that there was a difference between the perceived destination image compared to what the consumers experienced on site. The company misled their consumers through claims about their green efforts in their marketing communication. These occurrences can be seen as greenwashing, since the surf camp insists to be more ecologically sustainable than they actually are.