Building on goal‐regulation theory, we develop and test the hypothesis that proactive goal generation fosters individual innovative work behavior. Consistent with a resource‐based perspective, we further examine two‐three‐way interactions to assess whether the link between proactive goal generation and innovative behavior is jointly moderated by organizational affective commitment and production ownership, or, alternatively, leader support for innovation. In a sample of 442 municipal employees from the administrative division of an Italian city hall, proactive goal generation was positively associated with innovative work behavior. Additionally, as expected, this relationship was stronger when employees were highly affectively committed to their organization and when they exhibited a high level of production ownership or received extensive support for innovation from their supervisors. Theoretical and managerial implications are discussed.