Investigating the role of green human resource management on green marketing with the mediating role of environmental accounting (case study of employees of Shiraz Petrochemical Company)

The present study aims to investigate the role of green human resource management on green marketing with the mediating role of environmental sustainability. The present study is applied in terms of its purpose and post-event causal method. It is descriptive in terms of its data collection method. Also, because the relationship between variables is examined, it is a correlation method that identifies the relationship, if any, between variables. In this study, the statistical population was Shiraz Petrochemical Company employees and there were 294 people. Using the Cochran formula, the sample size was 384. Also, a questionnaire was used to measure the variables and SPSS25 and SmartPLS3 software were used to analyze the data. Structural equation modeling was used to examine the research hypotheses. The findings indicate that green human resource management has an effect on green marketing and environmental accounting. Also, the environmental accounting variable has a mediating role in the effect of green human resource management on green marketing. These hypotheses collectively highlight the critical role of green HRM in promoting sustainable business practices. They suggest that effective green HRM not only directly contributes to improving green marketing strategies, but also strengthens environmental accounting practices, which in turn mediate the relationship between green HRM and marketing efforts. This framework emphasizes the importance of integrating HR strategies with environmental objectives to foster a holistic approach to sustainability in business operations.