Green HRM (GHRM) and Green Innovation Performance: The Mediating Role of Pro-Environmental Behavior and Green Innovation

Abstract

This study aims to develop a Green Human Resource Management (GHRM) model to enhance green innovation performance through the mediating role of Pro-Environmental Behavior (PEB) and green innovation. Companies are increasingly required to manage the environment sustainably, yet implementing GHRM in SMEs faces challenges like high costs and limited awareness. Using a quantitative approach, surveys and interviews were conducted with key actors in creative SMEs in DIY and Central Java. Structural Equation Modeling (SEM) was used for analysis. Results indicate that GHRM significantly improves green innovation performance via PEB and green innovation. Although challenging, SMEs must gradually implement GHRM with support from various stakeholders. This model is expected to aid in achieving business sustainability in various sectors. Academically, this research contributes to understanding the GHRM-green innovation nexus, while practically, it offers a guide for SMEs to adopt GHRM practices to enhance sustainability.