Promoting Sustainable Practices in Hospitality via Green <scp>HRM</scp> and Increased Sustainability Awareness

ABSTRACT Drawing on the Ability‐Motivation‐Opportunity (AMO) theory and Social Learning Theory (SLT), this study aims to examine the effect of Green Human Resource Management (GHRM) practices on Pro‐Environmental Behavior (PEB), considering Environmental Sustainability Awareness (ESA) and Social Sustainability Awareness (SSA) as mediating variables in the relationship between GHRM practices and PEB. Furthermore, the study investigates the moderating role of Green Servant Leadership (GSL) in this relationship. Empirical data were collected from 369 employees working in the hotel sector in Pakistan. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS and AMOS software. The results show that GHRM practices have a significant positive relationship with PEB, ESA, and SSA. Additionally, ESA and SSA have a significant positive connection with PEB and serve as mediators between GHRM practices and PEB. Moreover, the moderating effect of GSL on the link between GHRM practices and PEB is also positive and significant. The originality of this study lies in being one of the first to employ both AMO and SLT frameworks to explore these relationships within Pakistan's hotel industry.