GREEN GOALS, GROUNDED GAINS: GREEN HUMAN RESOURCE PRACTICES ON TOURISM INDUSTRIES ENVIRONMENTAL PERFORMANCE: THE MODERATING EFFECT OF GREEN ORGANIZATIONAL PERFORAMANCE

Abstract

The tourism and hospitality industry in Pakistan has experienced rapid growth, but this expansion has intensified environmental challenges such as excessive resource consumption, waste generation, and carbon emissions. The solution to these problems involves consideration of sustainability in organizational operations and especially in the management of its human resources. This study investigate the effect of Green Human Resource Practices (GHRP) on Environmental Performance (EP) where Eco-Friendly Behavior (EFB) is used as mediator, and Green Organizational Culture (GOC) is moderator in tourism organizations, in Khyber Pakhtunkhwa. The study depend on on the Social Identity Theory (SIT) and the Ability-Motivation-Opportunity (AMO) model to create a full-fledged model to understand how sustainability efforts put in place by the HR contribute to a better environmental performance. A structured questionnaire was used to gather data on 342 employees in hotels, resorts, and guest service structures and the data were analyzed using SPSS and PROCESS Macro to examine direct, indirect, and conditional effects. Findings show that GHRP is significantly influenced EP, and EFB mediates relationship between stated link. Further, green organizational culture moderates the relationship between GHRP-EP. The results have both theoretical and practical implications as they expand the sphere of HRM and sustainability research on tourism and provide practical recommendations on how managers and policymakers can incorporate the concept of green HR strategies and cultural support into tourism business. This paper highlights that a sustainable tourism development in emerging economies is possible where the HR practices of the organization, employee behaviors, and organizational culture are cohesive towards encouraging environmental responsibility.