Encouraging environmentally-friendly behavior can be challenging because short-term personal disadvantages often outweigh long-term collective benefits. Creating a strong sense of environmental responsibility, known as environmental stewardship, can help promote eco-friendly actions. Branch managers play a crucial role in fostering environmental stewardship among retail employees, leading to increased environmentally-friendly sales. Emphasizing a connection with future generations and highlighting individual impact on the environment can also encourage environmental stewardship among consumers.