This chapter highlights the role of Human Resource Management (HRM) in advancing green marketing within sustainability-driven organizations. Green marketing promotes environmentally sustainable products and services, aligning with global sustainability goals. HRM embeds green values into recruitment, training, performance management, and leadership development to foster a culture of sustainability. The chapter examines strategies to attract environmentally conscious talent, upskill employees in green competencies, and reward sustainable behaviors, emphasizing leadership's role in driving green marketing objectives. Challenges like resistance to change and resource constraints are addressed, with strategies to overcome them. Emerging trends, such as digital tools and interdisciplinary approaches, are also explored. This chapter positions HRM as a vital enabler of green marketing, offering actionable insights for aligning business practices with sustainability while achieving environmental and economic benefits. © 2025, IGI Global Scientific Publishing. All rights reserved.
Author Keywords
Index Keywords
