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This research aims to evaluate the relationship between Green HRM practices and Sustainable HRM in India's digital marketing and service sector.

July 28, 2026Open Access

Eco-Friendly Practices and Green Policies for Sustainable Human Resource Management

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Randomized trial examines the impact of Green HRM on Sustainable HRM, suggesting benefits for organizational sustainability.

This research aims to evaluate the relationship between Green HRM practices and Sustainable HRM in India's digital marketing and service sector.
Quantitative research design using a structured Google Forms questionnaire for data collection from 120 respondents.
Convenience sampling technique applied, including employees from Innovkraft Inc. and other digital agencies.
Data analysis performed using IBM SPSS, including descriptive statistics, One-Sample t-test, Pearson Correlation, and Simple Linear Regression.
Positive perceptions of Green HRM practices were confirmed, with significant contributions to sustainable workplace management.
Strong positive correlation between Green HRM and Sustainable HRM (r = 0.728, p < 0.001).
Green HRM explained 53% of the variance in Sustainable HRM (R² = 0.530), indicating its predictive power.

Dr. Shreevamshi N Keerthana B (2026) studied this question.

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