Digital green HRM influence on green service recovery in higher education institutions

Researchers have shown that environmental degradation is a major driver of climate change, a problem deeply rooted in human behavior. The purpose of this study is to explore digitalization functions as a green HRM intervention that forces faculty members to adopt green behavior and exhibit green recovery performance. A qualitative thematic method was used to conduct this study, where interviews were held with 15 academic faculty members of universities in northern Pakistan. The iterative process of the reflexive thematic process of Braun and Clarke’s six phases was used to analyze the data. The iterative and interpretive nature of the analysis ensured precision through reflexivity, pattern recognition, and thematic coherence. The findings show that digitalization through blended learning training, virtual software, and paperless technologies has proven to be a green HRM enabler by crafting an organization’s green culture and environment. As such, support the workforce morally and ethically to exhibit digital green behavior, which ultimately brings back services in the traditional way as an environmentally friendly green recovery performance. Limited studies exist on the role of digital green HRM as a green service recovery enabler, reflecting the positive aspect of technology to higher education policymakers and practitioners.