Employee Green Value and Green HRM in Strengthening Proactive Personality toward Green Innovation in East Java Restaurants
Study on East Java Restaurants
Keywords:
Employee Proactive Personality, Employee Green Value, Green Human Resource Management, Green Innovative Work Behavior, RestaurantAbstract
Introduction/Main Objectives: This paper examines how proactive personality, employee green value, and green human resource management (GHRM) influence green innovative work behavior in restaurant SMEs in East Java. The study emphasizes sustainability in the culinary sector, highlighting how proactive traits and organizational practices support environmentally responsible innovation.
Background Problems: Restaurant SMEs are increasingly pressured to reduce waste and improve energy efficiency, demanding more sustainable operations. This raises the key question of how proactive employee traits and organizational green practices work together to shape employees’ green innovative work behavior.
Novelty: Research integrating employee green value as a mediator and GHRM as a moderator in the restaurant SME context remains limited. This study offers novelty by combining these variables in one empirical model to explain how green innovative behavior emerges in small business environments.
Research Methods: The study uses a quantitative approach with survey data collected from 280 respondents selected through purposive–accidental sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.4 to test direct, indirect, and moderating effects among variables.
Finding/Results: Results show that proactive personality significantly increases both employee green value and green innovative work behavior. Employee green value also positively affects innovative behavior and mediates the relationship between proactive personality and green innovation. In addition, GHRM strengthens the effect of proactive personality on green innovative work behavior.
Conclusion: The study concludes that proactive personality, strong green values, and GHRM practices jointly promote environmentally innovative behavior. The key implication is that restaurant SMEs should strengthen GHRM through green recruitment, environmental training, and sustainability-based performance evaluation to build an innovative and sustainable work culture.
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