The Role of Green Human Resource Management Practices in Green Marketing: An Analytical Study of the Opinions of a Sample of Employees at the (Teammart) Markets Chain in Erbil

Abstract

This study aimed to identify and analyze the nature of the correlation and impact  between of green human resource management practices and green marketing in the studied (Teammart) chain of markets in Erbil, represented by its dimensions (green recruitment, green training and development, green performance evaluation, green compensation and incentive systems) on the dimensions of green marketing, represented by (green product, green pricing, green promotion, green distribution). The general framework of the study represents the study problem, which was identified by raising several questions about the nature of the correlation and impact between the independent variable (green human resource management practices) and the dependent variable (green marketing). The most prominent of these questions are: Do green human resource management practices contribute to promoting green marketing? Is there a significant correlation and impact between the dimensions of green human resource management practices and green marketing in the studied Tim Mart chain of markets? The study adopted the descriptive analytical approach, as the main and sub-hypotheses were described, and to analyze the relationships and influence between the variables, the community of this study is represented by (800) individuals in the Tim Mart chain of markets studied exclusively in the city of Erbil in the Kurdistan Region/Iraq, distributed over (50) branches, and the study tested its hypotheses on the workers in that chain of markets, numbering (260) individuals as a sample for the current study in the management center of the Tim Mart chain of markets studied and (7) branches according to the geographical distribution, and the number of respondents amounted to (225) workers, and the hypotheses were tested through a group of analyses and statistical tests using the statistical analysis program (SPSS V26). The study then reached a set of conclusions, including the questionnaire tool used, which was characterized by high degrees of validity and reliability. The results of the analysis of the main hypothesis showed that there is a strong and direct relationship between the adoption of green human resource management practices and the level of application of green marketing in the studied Team mart chain of markets. Based on the conclusions, the study presented a set of recommendations, including: the necessity of enhancing integration between green human resource management practices and green marketing strategies, and the necessity of investing in the strong relationship existing between the main and sub-variables of the study.