Assessing the Impact of Corporate Social Responsibility, Green Shared Vision on Voluntary Green Work Behavior: Mediating Role of Green Human Resource Management

Abstract

Due to increasing concerns and pressure from stakeholders, firms are eager to initiate green initiatives to produce ecofriendly products and services, which are less harmful for the environment. Consumers are willing to pay high prices for ecofriendly products and services. Thus, firms need a motivated workforce to achieve their green objectives. This is only possible if firms adopt their green policies in their green shared vision and start socially responsible activities to gain society’s and stakeholders’ attention, which is possible if firms start CSR activities at regular intervals. The purpose of this study was to examine the mediating role of “Green Human Resource Management” (GHRM) on the relation between corporate social responsibility (CSR), green shared vision (GSV), and voluntary green work behavior (VGWB). Employees of manufacturing companies were the participants of the present study and a non-probability convenience sampling technique was employed to determine the sample size. Data were gathered from manufacturing companies using a cross-sectional survey method. The total number of firms included was 100, and information on the firms included in the study included cement (10), sugar (26), leather (22), steel (8), food (21), beverages (2), furniture (3), construction (2), pharmaceutical (2), plastic (2), and dairy (2). The total number of questionnaires distributed among employees of the above-mentioned manufacturing firms was 700, and 500 completed questionnaires were used in the analysis, thus yielding a response rate of 71.42%. Using the smart PLS partial least square software (Version 4), the structural equation modeling (PLS-SEM) technique was applied for the statistical analysis. It was evident from the results that the measurement model had established convergent and discriminant validities. A structural model for testing hypotheses was established in the second step. Findings of the study revealed that CSR, GSV, and GHRM practices and VGWB were significantly related with each other. CSR, GSV, and GHRM have significant effects on VGWB. Additionally, it can be inferred from the results that GHRM significantly mediated the relationship between corporate social responsibility and green shared vision and VGWB. From Pakistan’s perspective, the research study has applied and validated the natural resource-based view (NRBV) theory, and practitioners and researchers may benefit from its findings. This study has opened doors and paved a path for future studies to use this model and come up with interesting findings by adding more mediating variables. For any organization, it is imperative to have a motivated team which is capable enough to help firms to achieve their green targets. Hiring talented and hardworking employees and initiating socially responsible activities help firms to obtain a competitive advantage and enhance the VGWB of their employees.