Green HRM, psychological climate, and organizational support as drivers of employee pro-environmental behavior: Evidence from Indian IT firms

This study reconceptualizes Green Human Resource Practices (GHRP) as internal employer branding signals and examines how they shape Employee Pro-Environmental Behavior (EPEB) through two parallel psychological mechanisms: Psychological Green Climate (PGC) and Perceived Organizational Support for the Environment (POSE). Drawing on employer branding theory, organizational climate theory, social exchange theory, and signaling theory, the study proposes and tests a parallel mediation model using data from 272 full-time employees across sustainability-oriented organizations in India. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for analysis. Results confirm that GHRP directly and positively influences EPEB (β = 0.428, p < 0.001), PGC (β = 0.786, p < 0.001), and POSE (β = 0.712, p < 0.001). Both PGC (β = 0.225, p = 0.002) and POSE (β = 0.231, p < 0.001) significantly predict EPEB, and mediation analysis confirms significant indirect paths through both mechanisms. The findings demonstrate that contextual and relational psychological processes operate concurrently in translating green HR practices into employee environmental conduct, positioning EPEB as a behavioral manifestation of climate-conscious internal employer branding. Practical implications are offered for HR managers and sustainability strategists seeking to embed environmental values into organizational culture and employee behavior.