Green human resource management and B2B sustainability performance: the serial mediating role of green work engagement and green innovation

Purpose Despite growing research on sustainability, limited attention has been given to how green human resource management (GHRM) practices specifically drive sustainability outcomes in B2B contexts, where employee expertise and innovation are critical drivers of competitive advantage in the industrial markets. This study aims to examine the influence of GHRM on sustainability performance in B2B firms, with green work engagement (GWE) and green innovation as mediators. Design/methodology/approach Data were collected from 244 senior HR professionals, department managers and sustainability specialists at large 86 B2B manufacturing firms. Using a structured online questionnaire, respondents provided insights into GHRM practices and green initiatives. The study used partial least squares structural equation modeling (PLS-SEM) to validate the measurement model and test the hypotheses, and conducted necessary condition analysis to validate the findings from PLS-SEM. Findings The results show that GHRM is positively related to sustainability performance in B2B firms. In addition, GWE and green innovation efforts mediate the relationship between GHRM and sustainability performance serially. Originality/value This study improves understanding of how GHRM contributes to achieving sustainability goals in B2B settings. The findings yield valuable and actionable insights for B2B manufacturing enterprises seeking to leverage GHRM practices effectively. This approach not only fosters superior GWE but also promotes green innovation and sustainability, ultimately leading to a competitive advantage in industrial markets.