GREEN HUMAN RESOURCE MANAGEMENT MODEL IN INCREASING THE COMPETITIVE ADVANTAGE OF CONSUMER GOODS COMPANIES

Abstract

Today, a company's involvement in enhancing its competitive position is essential to guarantee its survival in the global market. Human resource management is one of the most crucial elements in ensuring a company's sustainability. Green Human Resource Management (GHRM) affects employee conduct at work and the organization's environmental performance. Performance enhancements give businesses a competitive edge in the market. By examining the impact of voluntary employee behavior on the environment or Organizational Citizenship Behavior for Environment (OCBE) and its environmental performance variables, this study seeks to develop a GHRM model to boost the competitive advantage of consumer goods companies. The study focused on Ultra Prima Group, one of the businesses involved in producing consumer goods like food, drinks, dental care products, and snacks. The author selected a sample of 270 Ultra Prima Group employees based on specific criteria. The management model's creation determined which research variables—GHRM, OCBE, environmental performance, and competitive advantage—had the most impact on consumer goods companies' ability to compete. Seven hypotheses underlie the study, including those regarding the relationships between each research variable, the moderating effects of OCBE on the association between GHRM and competitive advantage, and the moderating effects of environmental performance on the association between GHRM and competitive advantage. Partial Least Square was used for data processing and analysis to establish the relationship between the variables. The findings indicated that environmental performance and OCBE moderated the link between GHRM and competitive advantage.