Co-Creating Sustainable Innovation From Within: Green HRM Practices Enabling EmployeeGreen Behavior in KIBS Ecosystems Across Pakistan, China, And Uzbekistan

The potential of sustainable innovation based on knowledge-intensive business services (KIBS) through employee co-creation, remained unexplored in the emerging Asian ecosystems, under the green HRM mechanisms. The research hypotheses are evaluated to understand the effect of digitally-integrated green HRM practices (eco-skilled recruitment, digital green training, community-impact rewards) on employee green behavior (EGB) to mediate environmental innovation performance (EIP) with a national context (Pakistan, China, Uzbekistan). The results obtained using multi-respondent survey data (n=1,256) of medium-large KIBS firms and partial least squares structural equation modeling (PLS-SEM) demonstrate that there are strong GHRM-EGB (=0.24-0.32, p<.001) and EGB-EIP (=0.62, p<.001) paths. EGB has a partial mediation between GHRM-EIP (VAF=48-56%). Multi-group analysis indicates that digital training is the most significant in China (β = 0.38), community rewards in Pakistan/Uzbekistan (β = 0.34), and the full measurement invariance. Applications of the AMO theory have been extended to include co-creation, making this initial tri-country KIBS study provide context-specific GHRM strategies of sustainable innovation ecosystems.

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