Green path to talent attraction: the mediating role of organizational citizenship behavior toward environment and the moderating effect of green culture

Purpose This study explores how green human resource management (GHRM) practices and corporate social responsibility (CSR) activities influence employer attractiveness for green talent. It investigates the mediating role of organizational citizenship behavior toward the environment (OCBE) in this relationship, while also examining the moderating effect of green organizational culture (GOC). Design/methodology/approach This study investigates 180 firms using a survey methodology and applies a moderated mediation analysis to evaluate the proposed hypotheses. Findings This study shows that GHRM practices and CSR activities are positively linked to OCBE. Additionally, OCBE partially mediates the relationship between CSR activities and employer attractiveness for green talent. OCBE fully mediates the relationship between GHRM practices and employer attractiveness for green talent. Moreover, the results indicate that GOC moderates the relationship between GHRM practices and employer attractiveness for green talent, as well as the mediating role of OCBE in this relationship. Conversely, the findings did not reveal any moderating effect of GOC on the relationship between CSR activities and employer attractiveness for green talent. Research limitations/implications The study’s emphasis on a sample of 180 firms, combined with its specific survey methodology, limits the generalizability of the findings to other industries or contextual settings. Practical implications Firms seeking to attract green talent should enhance their GHRM practices and CSR activities. Additionally, fostering a GOC is critical to amplifying the influence of OCBE on employer attractiveness for green talent. Originality/value This study advances the literature by demonstrating the direct and indirect effects of GHRM practices and CSR activities on employer attractiveness for green talent. It also contributes by highlighting the key role of OCBE as a mediating variable and GOC as a moderating variable in the relationships among these factors.