Green HRM and employer branding: the role of collective affective commitment to environmental management change and environmental reputation

Drawing upon the signaling and person-organization (P-O) fit theories, the present study develops a novel conceptual framework through which we examine the complex psychological mechanisms behind the influence of green human resource management (GHRM) on employer branding (EB). The model suggests a sequential mediation effect of Collective affective Commitment to Environmental Management Change (CACEMC) and environmental reputation (ER) on the link between GHRM and EB. We collect multi-wave, multi-source survey data from tour operation firms based in Nha Trang City in Vietnam. Our results demonstrate that there is a significant relationship between GHRM and EB. The results further indicate that CACEMC and ER singly and sequentially mediate the positive relationship between GHRM and EB. The study enumerates our findings' theoretical and practical implications and advances the case for the rolling out of GHRM to build eco-friendly employer brands. The study provides a compelling reason and basis for firms to use GHRM practices in crafting eco-friendly employer branding initiatives. This is possible because our research provides an understanding of the complex micro-level mechanisms by which GHRM shapes the employees' perception of their employers.