Greening minds and guarded minds: environmental consciousness and cynicism in the GHRM–behavior relationship

Purpose Grounded in the Norm Activation Model, this study examines how GHRM practices shape employees' pro-environmental behavior, focusing on the mediating role of environmental consciousness and the moderating role of environmental cynicism. Design/methodology/approach Multi-source, time-lagged data were collected from employees of Pakistan's manufacturing industry in two waves, Time 1 (T1) and Time 2 (T2), with a gap of six months. A total of 202 usable questionnaires were used in the final data analysis. SmartPLS 4.1.1 and SPSS 26.0 were used to test hypothesized relationships. Findings Results show that environmental consciousness mediates the relationship between most GHRM practices and pro-environmental behavior. Evidence also supports the moderating effect of environmental cynicism on the link between GHRM practices and environmental consciousness. Originality/value This study extends the Norm Activation Model by integrating both a psychological mediator and a cognitive affective moderator into the GHRM framework, offering clearer insight into how employee perceptions shape the impact of environmentally focused HR initiatives.