Article’s

The increasing emphasis on environmental sustainability has transformed Human Resource Management (HRM) from a traditional administrative function into a strategic driver of sustainable organizational development. Green Human Resource Management (Green HRM) has emerged as an important approach that integrates environmentally responsible practices into human resource functions, enabling organizations to reduce their environmental impact while enhancing employee engagement, organizational performance, and long-term sustainability. Despite the growing adoption of Green HRM, limited empirical research has examined its influence on Sustainable Human Resource Management (Sustainable HRM), particularly within India’s digital marketing and service sector. Addressing this gap, the present study investigates the relationship between Green HRM practices and Sustainable HRM, using Green Human Resource Management as the independent variable and Sustainable Human Resource Management as the dependent variable. The study aimed to evaluate employees’ perceptions of Green HRM practices, examine their influence on Sustainable HRM, and determine the extent to which environmentally responsible HR initiatives contribute to organizational sustainability. A quantitative research design was adopted, and primary data were collected through a structured Google Forms questionnaire comprising demographic and Likert-scale questions. The study employed a convenience sampling technique, and data were collected from 120 respondents, including 50 employees of Innovkraft Inc. and 70 employees from other digital marketing agencies and related organizations. Secondary data were obtained from peer-reviewed journals, books, conference proceedings, and reputable online sources to establish the theoretical foundation of the study. The collected data were analysed using IBM SPSS Statistics Version 29, employing descriptive statistics, Cronbach’s Alpha to assess instrument reliability, One-Sample t-test for hypothesis testing, Pearson Correlation Analysis, and Simple Linear Regression Analysis. The findings revealed that respondents held positive perceptions of Green HRM practices, including green recruitment, paperless HR processes, environmental training, employee participation in sustainability initiatives, green performance management, and green reward systems. The One-Sample t-test confirmed that these practices were perceived as statistically significant contributors to sustainable workplace management. Pearson Correlation Analysis indicated a strong positive relationship between Green HRM and Sustainable HRM (r = 0.728, p < 0.001), while the regression analysis demonstrated that Green HRM explained 53% of the variance (R² = 0.530) in Sustainable HRM, confirming its significant predictive influence on sustainable human resource outcomes. These findings suggest that organizations implementing comprehensive Green HRM practices are more likely to strengthen employee engagement, environmental responsibility, organizational commitment, and overall sustainability performance. The study contributes to the existing literature by providing empirical evidence on the strategic role of Green HRM in promoting Sustainable HRM within the digital marketing industry. It extends the application of sustainability-oriented HR practices to service-based organizations and supports the Resource-Based View (RBV), Ability–Motivation–Opportunity (AMO) Theory, and Employee Engagement Theory, demonstrating that environmentally responsible HR practices create long-term organizational value. The study concludes that integrating Green HRM into organizational strategy is essential for fostering sustainable workplace practices, enhancing organizational effectiveness, and achieving long-term competitive advantage. The findings provide valuable implications for researchers, HR professionals, organizational leaders, and policymakers seeking to strengthen sustainability through human resource management. Keywords: Green Human Resource Management, Sustainable Human Resource Management, Green HRM, Sustainable HRM, Environmental Sustainability, Employee Engagement, Green Recruitment, Sustainable Workplace, Organizational Sustainability, Digital Marketing Industry, Human Resource Management, SPSS.