The Impact of Green Human Resource Management Practices on Brand Citizenship Behavior and Employee Turnover Intention: A Mixed Methods Approach

In light of the escalating necessity for sustainability within Lebanese small to medium-sized enterprises, these organizations are considered contributors to ecological damage. As a consequence, many of these enterprises adopted green human resource management practices encouraging employees toward sustainable behaviors. This is in conformity with the principles of the circular economy that aim to shun resource depletion and resonate with the country’s currency devaluation, political instability, and lack of access to resources. Given this background, this study aims to examine the influence of green human resource management practices on organizational pride, brand citizenship behavior, and turnover intention, moderated by individual green values. This study adopted a mixed-methods approach, collecting quantitative data from 202 employees working for small to medium-sized enterprises through a questionnaire, and qualitative insights through semi-structured interviews from eight managers; these were then analyzed using PLS-SEM and thematic analysis. The results showed that green human resource management practices lead to an increase in organizational pride, which positively influences brand citizenship behavior and negatively affects turnover intention. Individual green values positively moderate the aforementioned relationships. Understanding such detailed interrelationships adds insights into the literature of green practices. Moreover, this is the initial empirical investigation that integrates these concepts within the small to medium-sized enterprise context and provides comprehensive insights to stakeholders to enhance sustainability through appropriate human resource management strategies.