Green human resource management, corporate social responsibility and customer relationship management: relationship analysis in the Brazilian context

Abstract

Purpose

This paper aims to analyze green human resource management's (GHRM’s) relationships with corporate social responsibility (CSR) and customer relationship management in Brazilian companies.

Design/methodology/approach

A sample of 142 companies – from the electro-electronics, mechanical metals, packaging, footwear and plastics industries – was examined using the partial least squares method.

Findings

The results reveal that GHRM practices positively influence CSR practices, which act as a moderating construct to positively influence customer relationship management.

Research limitations/implications

The results cannot be generalized due to the non-probabilistic sampling used; however, the results meet the requirements of the statistical methodology.

Practical implications

These findings contribute to business managers' decision-making, as they demonstrate that organizations must develop a consistent culture focused on social and environmental issues. This also reveals that the human resources field can contribute to developing a socially correct company, with the subsequent possibility of satisfying customers to retain and create customer loyalty.

Social implications

The results show that for a company to be sustainable from an economic, social, and environmental perspective, the involvement of human resource management is fundamental.

Originality/value

This paper contributes to academia by presenting a new theoretical model, tested using a sample of Brazilian companies, which illuminates GHRM as an area still under development.

Citation

Freitas, W.R.d.S., Caldeira Oliveira, J.H., Teixeira, A.A. and Stefanelli, N.O. (2021), "Green human resource management, corporate social responsibility and customer relationship management: relationship analysis in the Brazilian context", International Journal of Productivity and Performance Management, Vol. 70 No. 7, pp. 1705-1727. https://doi.org/10.1108/IJPPM-12-2019-0597