The performance of the employees and productivity of each individual, in general, have been badly affected because of the COVID-19 pandemic. Organizational citizenship behavior is regarded as an interpretation of the performance of the employee which is essential to contribute more to the organization’s processes and success. Therefore, to increase the organizational effectiveness and achieve its goals, it is crucial to understand the factors affecting the organizational citizenship behavior of the employees. This study aims to examine the impact of perceived organizational support on organizational citizenship behavior with the mediating role of employee engagement and affective commitment. To collect the data for this study, a linear snowball sampling method was used, and 380 foreign employees working in different service companies in Hungary participated in the survey. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results of the study revealed that perceived organizational support positively associated with organizational citizenship behavior and this relationship is also strongly mediated by employee engagement. On the other hand, employee engagement and affective commitment pose a direct positive influence on organizational citizenship behavior. This study has theoretical and practical implications as it will provide a comprehensive framework to better understand the factors influencing the organizational citizenship behavior of the employees.

In this modern age of digitalization, consumers have access to an ample amount of information regarding a product’s quality and benefits, which makes consumers more conscious of their consumption patterns and their impact on social and environmental development. Likewise, marketing strategies have also taken a dramatic leap forward and started focusing on social responsibility, ethics, and environmental protection. The notion of environmental sustainability has created a market niche over several decades and has captured the market of pro-environmental consumers. However, there are still many latent factors that are obstacles to shifting the behavior of consumers towards buying green products. The present study was conducted to recognize factors that affect the consumers’ behavior when purchasing eco-friendly products. They were collected from 1185 university students in Hungary. To analyze the data, multiple regression and exploratory factor analysis (EFA) were used. The results showed that willingness to pay (WTP) and green purchase intention (GPI) are the chief factors that affect the green purchase behavior (GPB) of these students. Environmental knowledge (EK) also has an important and positive impact on the green purchase behavior (GPB) of consumers, although regarding demographic variables, no such influence was noted. To conclude, the study showed that there was no bias in terms of age, gender, or qualification in the behavior of young students, as they have sufficient knowledge of environmental problems and are very willing to pay for environmentally friendly products. This study will create self-awareness among young consumers about their environmentally friendly purchasing behavior. This research will further benefit policymakers and marketers of the EU and Hungary to enhance their marketing strategies to promote their green products and their benefits. Future research can be developed on this theoretical framework and will help academicians to further reduce the research gap by using different constructs and methodologies.