Towards sustainable development in the manufacturing industry: does green human resource management facilitate green creative behaviour? A serial mediation model

Purpose The environmental sustainability of manufacturing firms may begin with employees' green initiatives. Consequently, there is a need to examine how green human resource management (GHRM) promotes green creativity among manufacturing employees. This study aims to ascertain whether manufacturing employees' environmental-felt responsibility (EFR) and work engagement with eco-initiatives (WEEI) serve as a serial mediation mechanism for the relationship between GHRM and green creativity. Further, the quality of green communication (QGC) moderated the link of GHRM with EFR and WEEI. Design/methodology/approach The data were garnered from 408 managers in Pakistani manufacturing firms and analysed using partial least squares structural equation modelling. Findings The findings revealed a significant and positive association of GHRM with green creativity, EFR and WEEI. Similarly, EFR and WEEI demonstrated significant and positive relationships with green creativity. Furthermore, EFR and WEEI mediated the relationship between GHRM and green creativity. Moreover, this relationship was also serially mediated by EFR and WEEI. Additionally, QGC moderated the relationship of GHRM with EFR and WEEI. Originality/value Anchored on the self-determination theory integrated with a resource-based view, this study provides novel empirical evidence by investigating the mechanisms and boundary conditions between GHRM and green creativity nexus.