Green HRM fostering followers' green creativity: Unfolding the role of environmental concern and employee engagement with eco‐initiatives as a serial mediation

Recent literature in environmental management implies that employee behaviour is imperative for improving environmental sustainability. Despite this, little effort has been made into how human resource management (HRM) relates to green creativity. This research aims to examine if an organization's green HRM (GHRM) practices can foster green creativity among manufacturing sector employees through the serial mediation path of environmental concerns and employee engagement with environmental initiatives, using self‐determination theory (SDT). To conduct this research, we collected and analysed data from 309 employees of manufacturing firms in Pakistan using partial least square structural equation modelling (PLS‐SEM). The results supported a positive relationship between GHRM and green creativity and the role of environmental concern and employee engagement with environmental initiatives in mediating that relationship. Likewise, the findings indicated that the relationship between GHRM and green creativity would strengthen as employees become more environmentally concerned. Overall, this study contributes to the literature on HRM and environmental management by providing new insights into the critical role of GHRM in fostering green creativity. Using SDT as a foundation, this research provides theoretical and practical contributions and implications and valuable recommendations for scholars and managers in the manufacturing sector.