Green Marketing Meets Green HRM: Building a Sustainable Brand through Workforce Engagement

Abstract

This paper aims to provide an understanding of how Green Marketing and Green Human Resource Management (GHRM) intersect to contribute to the creation of a sustainable brand by increasing employee engagement. Sustainability in organizations is a reality not only in external marketing but also internally in human resource policies, framed within the broader commitment to environmental stewardship. While Green Marketing focuses on promoting eco-friendly products and practices to consumers, GHRM embeds sustainability into organizational culture, fostering employee participation in green initiatives. The study reveals a weak but positive correlation between Green Marketing, GHRM, and employee engagement, suggesting that both strategies enhance sustainability efforts, though their impact may be modest. Additionally, industry-specific variations exist, with Retail and Services sectors demonstrating higher employee engagement compared to Manufacturing. These findings highlight the importance of aligning internal policies, leadership support, and corporate messaging to strengthen employee involvement in sustainability. Moreover, the research underscores the role of training, incentives, and transparent communication in reinforcing green behaviours among employees. Organizations that integrate Green Marketing and GHRM effectively can cultivate a cohesive sustainability strategy, enhancing both brand reputation and workforce motivation. For businesses striving to achieve long-term environmental and organizational success, this study offers valuable insights into harmonizing external branding with internal green practices to drive meaningful engagement and sustainable growth.

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