Background: China's coastal wetlands belong to some of the most threatened ecosystems worldwide. The loss and degradation of these wetlands seriously threaten waterbirds that depend on wetlands.

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PurposeBased on the intrinsic motivation theory and spiritual leadership theory, the current study proposes a chain mediation model for testing the linkage between spiritual leadership and employees' innovative behavior through individual values and role identity.Design/methodology/approachIn this study, 309 valid leader–subordinate matching questionnaires from 10 Internet enterprises and 21 manufacturing enterprises in China were collected through a field study. The hypotheses were tested using structural equation modeling and bootstrapping.FindingsThe results show that spiritual leadership has a positive impact on employees' innovative behavior. Uncertainty avoidance and creative role identity not only respectively play a mediating role but also play a chain mediating role in the process of spiritual leadership influencing employees' innovative behavior.Originality/valueThis study explores the influence of leadership style on employees' individual values, which has rarely been done in previous studies. Furthermore, the research explores the impact of personal values (uncertainty avoidance) on employee self-perception (creative role identity). And it enriches the relationship between spiritual leadership and employees' innovative behavior and reveals the deeper influence mechanism between them.