Green HRM Practices and Perceived Organizational Sustainability: The Mediating Role of Employee Green Commitment and Green Innovative Behavior

Abstract

This study examines the influence of Green Human Resource Management (GHRM) practices on perceived organizational sustainability in the context of Pakistan’s fast-moving consumer goods (FMCG) sector, with a particular focus on five leading firms: Unilever Pakistan Limited, Nestlé Pakistan, Engro Foods, Procter & Gamble (P&G) Pakistan, and Colgate-Palmolive Pakistan. Drawing on social exchange theory and the ability–motivation–opportunity (AMO) framework, the research explores the parallel mediating roles of employee green commitment and green innovative behavior in linking GHRM practices to sustainability outcomes. A cross-sectional survey design was employed, with data collected from 596 employees through structured questionnaires. The findings indicate that GHRM practices exert a significant positive effect on perceived organizational sustainability. Both employee green commitment and green innovative behavior mediated this relationship, highlighting that environmentally oriented HR practices stimulate employees’ psychological attachment to environmental goals as well as their capacity to propose and implement green initiatives. The parallel mediation model further suggests that these mechanisms operate simultaneously rather than sequentially, underscoring the multifaceted pathways through which GHRM contributes to sustainability performance. The study contributes to the literature by extending empirical evidence from a developing economy, where environmental practices are increasingly vital for competitive advantage yet remain underexplored in HRM research. The results carry important implications for theory by clarifying the micro-level processes that connect HRM to sustainability and for practice by urging managers to integrate green HR policies that foster employee commitment and innovation. Limitations and avenues for future research are also identified, particularly the need for longitudinal designs and cross-industry comparisons.