DETERMINANTS OF ENVIRONMENTALLY FRIENDLY HR PRACTICES AMONG MSMES THROUGH GHRM UNDERSTANDING AND DIGITAL INFORMATION LITERACY WITH DIGITAL PLATFORM MODERATION
DOI:
https://doi.org/10.70248/jmie.v4i1.4525Keywords:
Green Human Resource Management, digital information literacy, digital platform, environmentally friendly HR practices, MSMEsAbstract
The increasing emphasis on green economic development and digital transformation requires Micro, Small, and Medium Enterprises (MSMEs) to strengthen environmentally oriented human resource practices. However, the implementation of Green Human Resource Management (GHRM) in MSMEs may be influenced by managerial understanding, digital information capabilities, and the extent to which digital platforms are utilized. This study aims to examine the effects of GHRM understanding and digital information literacy on environmentally friendly human resource practices among creative-industry MSMEs in Cirebon and to test the moderating role of digital platform utilization. A quantitative explanatory approach was employed using purposive sampling. Data were collected through a five-point Likert-scale questionnaire from 372 MSME owners or managers who had operated their businesses for at least two years and utilized digital platforms. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that GHRM understanding has a positive and significant effect on environmentally friendly HR practices (β = 0.452; t = 14.384; p < 0.001), while digital information literacy also has a positive and significant effect (β = 0.383; t = 12.203; p < 0.001). Digital platform utilization has a positive and significant direct effect on environmentally friendly HR practices (β = 0.252; t = 7.251; p < 0.001). The interaction between digital platform utilization and GHRM understanding is positive and significant (β = 0.225; t = 6.522; p < 0.001), as is the interaction between digital platform utilization and digital information literacy (β = 0.189; t = 6.823; p < 0.001). These findings indicate that digital platform utilization strengthens the positive relationships between GHRM understanding, digital information literacy, and environmentally friendly HR practices. The study contributes empirical evidence for integrating environmental human resource management and digital capabilities within the context of creative-industry MSMEs. The structural model also produced an R² value of 0.708, indicating that the predictors and interaction terms explain 70.8% of the variance in environmentally friendly HR practices.
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