Interconnection of Green Marketing and Green Human Resource Management Functions

Waseem Ahmed (School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China;Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Larkana)
Ibrahim Hussein Ahmed (Zhejiang Gongshang University, Hangzhou, Zhejiang, China)

Article ID: 5063



Over the globe, we are moving to industrialization, which expands business creation, innovation, and different business exercises. This also expands human comfort, yet in addition, builds its way of life. In any case, on the opposite side, it likewise increments environmental danger that came about biological dangers to person. This article highlights the importance of green HRM practices for effective green marketing. The green human asset (the executives) has to make green mindfulness among the new ability and the current representative working for the association, energize their workers for helping the association to lessen the reasons for ecological debasement through green development, green projects and practices, hold the assets for the group of people yet to come. Based on extensive literature review, it is found that green HRM can create readiness, motivation and pledge to workers to contribute their endeavors and thoughts to the greening of their association for real reflection to the consumers in endeavors to cope with green skepticism and greenwash for effective green marketing and corporate social identity.


Greenwash; Green skepticism; Corporate social responsibility; Green trust

Full Text:



[1] Ahmed, I.H., Khan, K.N., Jonathan, T., et al., 2019. Financially-rich game: A stress reliever that behaves intelligently based on the performance and health condition of player. Advances in Health and Behavior. 2(2), 90-95.

[2] Rafiq, M., Ahmed, P.K., 1993. The scope of internal marketing: defining the boundary between marketing and human resource management. Journal of Marketing Management. 9(3), 219-232.

[3] Collins, B., Payne, A., 1991. Internal marketing: a new perspective for HRM. European Management Journal. 9(3), 261-270.

[4] Bangwal, D., Tiwari, P., 2015. Green HRM–A way to greening the environment. IOSR Journal of Business and Management. 17(12), 45-53.

[5] Bohlmann, C., van den Bosch, J., Zacher, H., 2018. The relative importance of employee green behavior for overall job performance ratings: A policy-capturing study. Corporate Social Responsibility and Environmental Management. 25(5), 1002-1008.

[6] Cherian, J., Jacob, J., 2012. A study of green HR practices and its effective implementation in the organization: A review.

[7] Farooq, Q., Shumilina, K., Fu, P., et al., 2020. Behaviorally Harmonized Ethical Discussions for Socially Responsible Decision Making: A Counter-argumentative Team Approach. Current Psychology. DOI:

[8] Farooq, Q., Ahmad, S., Ting, C., et al., 2020. Vertical vs Horizontal Bullying: A Need of Socio-Interactive Ethical Trainings at Workplace. Scandinavian Journal of Psychology. DOI:

[9] DuBois, C.L., Dubois, D.A., 2012. Strategic HRM as social design for environmental sustainability in organization. Human Resource Management. 51(6), 799-826.

[10] Farooq, Q., Liu, X., Fu, P., et al., 2020. Volunteering Sustainability: An Advancement in Corporate Social Responsibility Conceptualization. Corporate Social Responsibility and Environmental Management. 27(6). DOI:

[11] Farooq, Q., Hao, J., Liu, X., et al., 2020. Social and Environmental Development: Fresh Concepts and Soft Measures towards Sustainable Development. Sustainable Development. DOI:

[12] Kang, S., Hur, W.M., 2012. Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management. 19(5), 306-316.

[13] Farooq, Q., Fu, P., Ahmad, S., et al., 2019. Assessing human factor in the adoption of computer-based information systems as the internal corporate social responsibility. SAGE Open. 9(3). DOI:

[14] Farooq, Q., Hao, Y., Liu, X., 2019. Understanding Corporate Social Responsibility with Cross-Cultural Difference: A Deeper Look at Religiosity. Corporate Social Responsibility and Environmental Management. 26(4), 965-971. DOI:

[15] AlZgool, M., 2019. Nexus between green HRM and green management towards fostering green values. Management Science Letters. 9(12), 2073-2082.

[16] Wei, L.Q., Lau, C.M., 2008. The impact of market orientation and strategic HRM on firm performance: The case of Chinese enterprises. Journal of International Business Studies. 39(6), 980-995.


  • There are currently no refbacks.
Copyright © 2022 Author(s)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.