Impact of green human resource management on organizational reputation and attractiveness: The mediated-moderated model

Abstract

There is increasing global concern for environmental sustainability, with firms being monitored by different stakeholders: customers, government, suppliers, and current and potential employees. This research aims to explore the impacts of green human resource management (GHRM) on organizational reputation (OR) and organizational attractiveness (OA). The conceptual model of the study is derived from social identity theory. A close-ended questionnaire was administered to collect data through a web-based survey link which was shared with 331 employees in a Democratic Republic of Congo hospitality organization. A partial least-square structural equation modeling approach was employed to run data analysis through SmartPLS 3.0 software. The findings of the study reflect that all of the hypotheses were supported. In particular, GHRM has a strong influence on both OR and OA. An OR of green culture and personal environmental orientation strongly affected OA, while it positively and significantly mediated the relationship between GHRM and OA. Personal environmental orientation significantly moderated the link between GHRM and OA. We could find no support for a positive moderating effect of green culture on the connection between GHRM and OA. This study enhanced the scope of social identity theory by proposing that OA can be improved by GHRM, OR, green culture, and personal environmental orientation. In addition, this research suggests that managers in the hospitality sector must incorporate green practices, promote green behavior and initiative, and increase environmental awareness so that employees feel pride in being part of the organization and are attracted to it.