THE MODERATING ROLE OF BIG DATA ANALYTICS IN THE RELATIONSHIP BETWEEN GREEN HUMAN RESOURCE MANAGEMENT PRACTICES, GREEN KNOWLEDGE MANAGEMENT AND GREEN OPERATIONAL PERFORMANCE

Abstract

This research examine into how green human resource management practices and green knowledge management can improve green operational performance in Pakistani manufacturing companies. It also examines whether big data analytics changes or strengthens the impact of these green practices. For this purpose, data was collected through online surveys from 370 professionals in various manufacturing sectors. The study investigation employed a positivist research methodology to examine the relationships. The study is cross-sectional. The study used Smart-PLS 4 software to test the proposed relationships. Results showed that both GHRM and GKM have a strong and positive effect on GOP. This supports the resource-based view theory, which says that valuable internal resources like employee skills and knowledge lead to better performance. However, the study found that BDA does not significantly change the relationship between green practices and performance, possibly due to limited digital readiness and lack of advanced analytics in Pakistan. These findings help organizations understand the value of green HR and knowledge strategies, while also pointing out the need to improve technology use for better environmental outcomes.

Keywords: Green Human Resource Management Practices (GHRM), Green Knowledge Management (GKM), Green Operational Performance (GOP), Big Data Analytics (BDA).