Building A Greener Brand: The Role Of GHRM In Enhancing Corporate Image And Sustainable Commitment

Abstract

Companies are increasingly using GHRM as a strategy and way to incorporate ecological consciousness into their human capital activities in an era where environmental sustainability has emerged as a key strategic priority. This research focus on the role of GHRM in developing a positive corporate image and examines how this enhanced image contributes to strengthening organizational commitment to sustainability.

This study thoroughly reviews and synthesizes the body of existing literature from peer-reviewed journals, industry reports, and theoretical frameworks, only relying on secondary research. The study highlights important practices of GHRM which include all the actives of related of HR in Green Perspective which includes Green Hiring, Green training, Green Performance appraisal, Green Performance Management, and Green employee engagement that support the creation of an environmentally conscious company image. It does this by drawing on Stakeholder Theory, the RBV Theory (Resource Based View), and SET (Social Exchange Theory). Consequently, it has been demonstrated that a positive corporate image influences employees' identification with sustainability goals, strengthening their loyalty to the company.

In addition to improving their environmental performance, companies that implement Green HRM also increase employee engagement and loyalty, according to the review's consistent data from many research. Furthermore, a key mediating element in converting green HR activities into sustained sustainability commitment is corporate image.

By combining theoretical and empirical data, this study adds to the body of information already in existence and provides structured knowledge and provides understanding of how Green HRM can be used strategically to promote sustainability through improved employee commitment and corporate image. For researchers, HR professionals, and legislators looking to create long-term HR plans, it offers insightful information.