The Potential of Internal Dimensions of an Organization’s Green Orientation in Environmental Protection — Internal Green Marketing and Green Human Resource Management

Abstract

Environmental protection is closely related to corporate social responsibility, and thus to an organization's green orientation, and vice versa, which is especially important for organizations operating in environmentally sensitive sectors. The aim of this paper has been to present two internal concepts: internal green marketing and green human resource management, their interdependence and importance for the organization and its relationship to the environment. An analysis of recent studies in this field has been carried out by searching the Google Scholar database. Previous studies confirm that internal green marketing and green human resource management support the responsible attitude of the organization and its employees towards sustainable business and environment protection. Green marketing and green human resource management achieve positive effects on employees' attitudes and behaviours, especially on the organizational identification and eco-friendly behaviour of employees. This assumes that there are potentials for the indirect influence of internal green marketing and green human resource management on environmental protection. This paper has investigated the extent to which internal green marketing and green human resource management as the internal dimensions of organization's green orientation are applied in organizations operating in the service sector in Serbia.