Examining the Impact of Green Marketing and Corporate Social Responsibility on Sustainable Performance with the Mediating Role of Green Human Resource Management (Case Study: Aria Jonoob Iranian Company)
Keywords:
Corporate Social Responsibility, Green Human Resource Management, Sustainable Performance, Green MarketingAbstract
The purpose of this study is to examine the impact of green marketing and corporate social responsibility (CSR) on sustainable performance with the mediating role of green human resource management (GHRM). This research is applied in terms of its objective and descriptive-survey in terms of data collection method. The statistical population consists of managers, experts, and engineers of Aria Jonoob Iranian Company, totaling 270 individuals. Based on the Morgan table and using a simple random sampling method, a sample size of 155 participants was determined. The conceptual model of the research was developed based on theoretical studies, and accordingly, a standard questionnaire was utilized to collect the required data. To assess the validity of the questionnaire, content validity was applied using the opinions of professors and experts, and Cronbach’s alpha was employed to determine its reliability. Structural equation modeling (SEM) was used to test the hypotheses. The research findings were analyzed using SPSS 22 and SMART PLS software. The results indicated that corporate social responsibility has a significant impact on both sustainable performance and green human resource management. Moreover, the mediating role of green human resource management in the relationship between corporate social responsibility and sustainable performance was confirmed. Green human resource management was found to have a significant impact on sustainable performance. Additionally, green marketing significantly influences both sustainable performance and green human resource management. Finally, green human resource management plays a mediating role in the impact of green marketing on sustainable performance. Based on the results, the significance of the influence of green marketing and corporate social responsibility on sustainable performance through the mediating role of green human resource management is underscored.
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