Unveiling green synergies: sustainable performance through human resource management, CSR, and corporate image under a mediated moderation framework

Abstract

In the twenty-first century, the surge in natural resource consumption and climate change has necessitated stringent measures to ensure ecological integrity and corporate sustainability. Organizations are increasingly adopting green practices, including green human resource management (HRM), green corporate social responsibility (CSR), and the promotion of green firms' image. These strategies are central to fostering sustainable performance and responsible environmental stewardship. These constructs have also elevated consumers' satisfaction and trust in firms' ecological practices. This study employs a quantitative research approach and utilizes convenient sampling methods to explore the ecosystem within the hospitality sector of China. A survey was conducted among middle- and senior-level managers working in top 3-, 4-, and 5-star hotels. The study results demonstrate that green notions are the key to a corporate's sustainable performance. The study reveals that firms' eco-friendly motive ensures the greening of the hotel industry due to their eco-friendly motive. Therefore, companies should be responsible for the environment. They should ensure the implementation of green sustainable practices toward achieving corporate performance.

Keywords: Corporate green policies; Environmental management; Green CSR; Green human resource management; Hospitality industry sustainability; Sustainable performance.