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@article{189214,
        author = {MR.HEMANT SHANTARAM DHANANDHARE and Ms. Revati Vilas Patil},
        title = {Sustainable Human Resource Management and Green Marketing Alignment},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {4983-4988},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189214},
        abstract = {sustainability has emerged as a strategic imperative rather than a discretionary choice. Organizations are increasingly integrating environmental considerations into both internal management practices and external market-facing strategies. This research paper explores the alignment between Sustainable Human Resource Management (SHRM) and Green Marketing (GM) as a holistic approach to achieving organizational sustainability. Sustainable HRM focuses on embedding environmental responsibility into recruitment, training, performance management, and employee engagement, while green marketing emphasizes environmentally responsible product development, promotion, and communication. The paper adopts a conceptual and analytical approach based on secondary data to examine how SHRM practices support and enhance green marketing initiatives. The study proposes a strategic alignment framework demonstrating that organizations with environmentally committed human resources are better positioned to deliver authentic green marketing outcomes. The findings suggest that aligning internal sustainability-oriented HR practices with external green marketing strategies enhances corporate credibility, employee commitment, brand image, and long-term competitive advantage.},
        keywords = {Sustainable HRM, Green Marketing, Organizational Sustainability, Environmental Management, Strategic Alignment.},
        month = {December},
        }