Green Human Resource Management and Performance of Service Marketing Firms in FCT-Abuja

Abstract

This study examines the impact of Green Human Resource Management (Green HRM) practices on the performance of service marketing firms, focusing on green recruitment and selection, green training and development, and green performance management. Using a quantitative research design, data were collected from 128 respondents in selected service marketing firms and analysed using regression analysis. The findings reveal that green recruitment and selection significantly enhance operational effectiveness, green training and development significantly improve employee efficiency, and green performance management has a strong positive influence on customer satisfaction. These results highlight the critical role of sustainable HRM practices in driving both organizational and employee performance while promoting environmental responsibility. The study contributes to the growing body of knowledge on Green HRM by providing empirical evidence on its effectiveness in service-oriented businesses. It recommends that firms integrate green policies into their HR strategies to enhance competitiveness, improve employee engagement, and foster long-term sustainability.