The Mediating Role of Green Innovation and Moderating Role of AI in the Relationship between Green Human Resource Management, Green Opportunities and Environmental Performance

Abstract

Examining the relationship betweengreen opportunities, and environmental performance in the context of the Pakistan Pharmaceutical Industry of twin cities, this study investigates the mediating effect of green innovation and the moderating role of artificial intelligence (AI). Comprehending the methods and settings that augment environmental performance becomes imperative as organizations value sustainability to a growing extent. GHRM practices and green possibilities are said to be translated into better environmental results through the use of green innovation, which is defined as the creation and application of environmentally friendly procedures and products. Additionally, it is predicted that the incorporation of AI technology will strengthen this connection by enhancing decision-making procedures, offering cutting-edge analytical tools, and optimizing resource usage. The subject of this research is the effect of green innovation (GI) and artificial intelligence (AI) on environmental performance (EP); with a specific emphasis on the outcomes of EP within organizations. This study adopted an online survey technique conducted among 377 employee organizations like GETZ PHARMA, ABBOT LABORATORIES, and HILTON PHARMA using Simple Random sampling of which 304 respondents were retrieved. SPSS and SMART PLS comprise, demographics, descriptive statistics, reliability, correlation analysis, regression analysis, mediation, and moderation analysis,assessments of measurement, and structural models. The objective of this study is to present empirical evidence on how green opportunities can result in enhanced environmental performance, with green innovation serving as a crucial intermediary. Data gathered from the pharmaceutical industry of twin cities in Pakistan will be thoroughly analyzed. It also explores how AI may intensify these impacts, providing insightful information to practitioners and policymakers who are working toward sustainable development objectives. The research is anticipated to advance knowledge of sustainable management techniques theoretically and provide useful advice on how to use AI to support corporate environmental activities. Keywords: Green innovation (GI) , Green opportunities (GO), Artificial intelligence (AI), Environmental performance (EP )