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Order ID 396916383
Order ID 396916383
BEHAVIOR 1
in Northern Iraq as Case Studies
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IMPACT OF GHRM PRACTICES ON CONSUMER PURCHASING BEHAVIOR 2
in Northern Iraq as Case Studies
Introduction
In recent years, there has been a rise in research investigating how Green Human
number of people concerned about climate change and other environmental issues has increased
the number of people interested in sustainability methods, such as those tied to human resource
management. Through analysis of case studies involving private organizations in Northern Iraq,
this study explores the impact of GHRM practices on consumers' purchasing behaviors.
The emergence of global issues such as global warming and climate change in the recent
past has compelled different stakeholders to call for the implementation of green practices in
business operations, particularly consumers who are at the receiving end of such adverse effects.
GHRM is a solution that has emerged due to substantial environmental issues and the desire
from consumer groups for products that are friendly to the environment (Joshi & Rahman, 2019).
This need has led to the creation of GHRM as a solution to address these needs.
Previous studies indicate that an increasing number of companies are adopting business
practices that are less harmful to the environment. This is because implementing such measures
lessens the detrimental effects on ecological systems. "Green practices" refers to activities that
cause the least harm to the surrounding environment. It is now very necessary for enterprises to
potential driver of organizational change (Welz & Stuermer, 2021). To improve their
environmental performance by cultivating their human capital, many companies are moving
away from the traditional HRM techniques and towards the Green HRM strategies.
IMPACT OF GHRM PRACTICES ON CONSUMER PURCHASING BEHAVIOR 3
Green HRM refers to the shift towards a more environmentally conscious and responsible
Green HRM will affect the company's other stakeholders, including customers (Panda et al.,
2020). The phenomenon of environmentally conscious behavior by workers and consumers has
attracted much more attention in recent years. Even though there is a growing interest in green
HRM, the literature on this subject has not been well examined, and it is still in the early stages
of research (Joshi & Rahman, 2019. First, recent research has shown that GHRM practices can
productivity (Welz & Stuermer, 2021). In addition to examining other issues to research eco-
friendly practices, the research demonstrated that the longevity of an organization, the
environmental sustainability, and the positive environmental practices of staff are significantly
In addition, most of the previous studies on GHRM practices concentrate on just one of
the aspects of the large spectrum of GHRM: the performance of employees or ecologically
responsible behavior (Waqas, Yahya, Ahmed, Rasool & Hongbo, 2021). However, there has
only been very little research that has sought to investigate the impact that GHRM practices have
Secondly, one of the studies concluded that green HRM influences many groups,
including workers, investors, consumers, and suppliers (Yusliza et al., 2019). Consumers'
attitudes and actions toward green private business practices have been studied previously (Yu,
Chavez, Feng, Wong & Fynes, 2020), as have consumers' intentions to engage in
environmentally conscious purchasing practices. The private industry has adopted green human
Ruiz-Palomino, Izquierdo-Yusta & Pick, 2023). Despite the studies mentioned above' efforts to
explain how green HRM affects employee behavior's foundations, no studies have yet
Conserving the environment has become increasingly crucial in recent years (Kim, Kim,
Choi & Phetvaroon, 2019), prompting practically all businesses to adopt greener policies and
procedures. Only a few of the factors that influence sustainable purchasing behavior on the part
of buyers have been examined in previous research. The purchasing procedure has been studied
extensively (Welz & Stuermer, 2021). Also, both subjective norms and the perception of one's
behavioral control have been the topic of previous studies (Yang, Su, Wang & Hua, 2019). Other
areas that have been studied are the purchasing process's leadership and fairness and how it is
consumer satisfaction (Gilal, Ashraf, Gilal, Gilal, & Chaana, 2019). Given the range of issues
and concerns that might arise from GHRM practices, the field employs a multidisciplinary
strategy that draws on concepts and methods from economics, management, psychology, and
sociology (Yusoff, Alias, & Ismail, 2022). GHRM encompasses all the research on the study,
acceptance, and adoption of human resource practices that affect long-term viability.
Even though GHRM practices have been shown to influence certain aspects of
sustainable consumer purchasing behavior, this topic has received little coverage in the literature
(Waqas et al., 2021). According to Joshi and Rahman (2019), the GHRM concept views
component for enhancing environmental implementation and success of GHRM approaches. The
findings of the GHRM study offer unexplored ways of thinking about human resource
associated with environmental protection and the ecological effects of businesses, is directly
This study article aims to fill various research gaps in four different areas. First, the
research investigates how Green HRM practices affect consumers' purchasing behaviors.
Besides, it examines how eco-friendly practices in the workplace affect customers' reactions to
Green HRM. Thirdly, it explores how the performance of employees is a moderating element
decisions. Further, the study researches how the levels of self-doubt that employees experience
influence the connections between Green HRM and outcomes such as eco-friendly behavior and
productivity.
This research can potentially produce both theoretical and practical benefits in the future.
Green human resource management is a concept that plays a significant role in determining
customer purchasing behavior and employee behavioral outcomes such as eco-friendly behaviors
and productivity. In addition, it adds to the literature about how GHRM techniques influence
customers' purchasing decisions. Businesses should use Green HRM practices to protect their
The primary objective of this research is to investigate the influence of GHRM practices
on consumers' purchase decisions in Northern Iraq by using case studies of private organizations
in the region. This study aims to investigate the degree to which private organizations in
Northern Iraq have implemented GHRM and to determine how this has impacted their
IMPACT OF GHRM PRACTICES ON CONSUMER PURCHASING BEHAVIOR 6
customers' purchasing patterns. This study utilizes both primary and secondary sources of data.
The core data for the study was amassed through questionnaires and surveys from 150
respondents who had purchased from private organizations in Northern Iraq within the past six
months. Using questionnaires and surveys to gather data for this project is vital because the data
is accurate and relevant to the topic. The specificity of the data allows for the collection of
information relevant to the study's aims and objectives. Secondary sources utilized in the study
include reviewed journals, reliable websites, and reports from private businesses. These sources
This research report examines several other significant elements, including the theoretical
framework, problem statement, study objectives, hypothesis, significance of the study, and
definition of terms used in the research paper. In the context of a commercial environment, this
study analyses individual disparities in performance via the lens of the AMO model. The AMO
Framework is a great tool for illustrating the impact of GHRM practices on consumers' purchase
decisions.
IMPACT OF GHRM PRACTICES ON CONSUMER PURCHASING BEHAVIOR 7
References
Gilal, F. G., Ashraf, Z., Gilal, N. G., Gilal, R. G., & Chaana, N. A. (2019). Promoting
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behavior: Modeling the
Kim, Y. J., Kim, W. G., Choi, H.-M., & Phetvaroon, K. (2019). The effect of green human
Martinez-Ruiz, M. P., Ruiz-Palomino, P., Izquierdo-Yusta, A., & Pick, D. (2023). The influence
Newman, D. T., Fast, N. J., & Harmon, D. J. (2020). When eliminating bias isn’t fair:
Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S.
Production, 243(118575), 118575.
IMPACT OF GHRM PRACTICES ON CONSUMER PURCHASING BEHAVIOR 8
Waqas, M., Yahya, F., Ahmed, A., Rasool, Y., & Hongbo, L. (2021). Unlocking employee’s
green behavior in fertilizer industry: the role of green HRM practices and psychological
Universität Graz.
Yang, S., Su, Y., Wang, W., & Hua, K. (2019). Research on developers’ green procurement
Yu, W., Chavez, R., Feng, M., Wong, C. Y., & Fynes, B. (2020). Green human resource
Yusliza, M.-Y., Norazmi, N. A., Jabbour, C. J. C., Fernando, Y., Fawehinmi, O., & Seles, B. M.
Yusoff, N., Alias, M., & Ismail, N. (2022). The role of GHRM practices towards sustainable