Building a Green Business: Exploring the Role of Organizational Culture and Human Resource Management Through a Case Study Approach

ABSTRACT The pursuit of sustainability has evolved into a compelling imperative for companies. Understanding the intricate interplay of “human‐side” factors in the construction of a green business has recently gained momentum. The present study explored the role of organizational culture (OC) and human resource management (HRM) practices in building a green business. An in‐depth case study identified three novel elements that contribute to a green OC: Sustainability orientation must be rooted in the organization's origins, green values must be driven by passion, and the ecosystem plays an important role. Additionally, three innovative aspects of HRM practice were identified: the potential of nonmonetary incentives (such as “emotional salary”), the use of employee‐led committees to promote engagement and sustainability consciousness, and the importance of internal communication. In conclusion, the paper identifies some key managerial implications and several avenues for further research.