Encouraging Green: How Gamified HRM Fosters Employees' Eco‐Friendly Behavior Through Organizational Mechanisms

ABSTRACT This study examines how gamified Green Human Resource Management (GHRM) practices encourage eco‐friendly behavior among employees, focusing on the mediating roles of green innovation (GI) and the environmental work climate (EWC), as well as the moderating effect of pro‐environmental customer pressure. A two‐phase mixed‐methods approach was employed, consisting of Phase 1, which involved qualitative interviews with HR managers, and Phase 2, which included a survey of 288 employees. The findings (a) indicate that gamified GHRM significantly improves green service delivery, eco‐brand advocacy, and guest‐oriented sustainability, both directly and through GI and EWC, and (b) underscore the theoretical importance of combining Self‐Determination Theory with gamification in GHRM and offer practical strategies for managers to integrate sustainability into daily operations. Overall, this research emphasizes that gamification is an effective tool for aligning employee motivation, organizational culture, and external stakeholder expectations.