Jorge Alberto Esponda PerezSergio Mario GalindoMahnoor FarooqSarmad EjazSana AhmedFaisal Ejaz2025-09-302025-09-302025-0310.1016/j.apmrv.2024.100345https://dspace-cris.utar.edu.my/handle/123456789/11422Numerous studies have established a strong relationship between green human resource management (GHRM) and pro-environmental behaviour (PEB). This research explores how green innovation (GI) and environmental strategy (ESTR) can enhance the relationship between GHRM and PEB, specifically within the automobile sector of emerging economies. To check the impact of mediator GI and the moderation mechanism of ESTR in the suggested model, we gathered data from the Pakistan automobile sector using convenience sampling and analysed it through structural equation modelling. Our data collection process received 306 responses out of 344 employees, representing an impressive 88% response rate. The results indicate that GHRM plays a pivotal role in shaping PEB. GI also plays a mediating role in the relationship between GHRM and PEB. Moreover, ESTR moderates the relationship between GI and PEB. The present study's findings emphasise that the presence and effective implementation of GHRM practices are positively correlated with employees' PEB. When companies actively encourage their workforce to GI to improve the environment, employees are more likely to adopt green behaviours such as PEBs. Our research highlights the potential role of GI and ESTR in helping to promote PEB. When companies adopt GI and comprehensive ESTRs in response to GHRM practices, they signal a commitment to environmental sustainability, which can inspire employees to align their behaviours with these values. The limitations and future directions that need to be addressed are given. (c) 2024 The Authors. Published by Elsevier B.V. on behalf of College of Management, National Cheng Kung University. This is an open access article under the CC BY license (http://creativecommons.org/licenses/ by/4.0/).enGreen human resource managementGreen innovationPro-environmental behaviourEnvironmental strategyMEDIATING ROLEPERFORMANCEIMPACTFIRMHRMVIEWCAPABILITIESPRESSURESINTENTIONTRANSPORTjournal-article