Green human resource management, corporate social responsibility and customer relationship management: relationship analysis in the Brazilian context

PurposeThis paper aims to analyze green human resource management's (GHRM’s) relationships with corporate social responsibility (CSR) and customer relationship management in Brazilian companies.Design/methodology/approachA sample of 142 companies – from the electro-electronics, mechanical metals, packaging, footwear and plastics industries – was examined using the partial least squares method.FindingsThe results reveal that GHRM practices positively influence CSR practices, which act as a moderating construct to positively influence customer relationship management.Research limitations/implicationsThe results cannot be generalized due to the non-probabilistic sampling used; however, the results meet the requirements of the statistical methodology.Practical implicationsThese findings contribute to business managers' decision-making, as they demonstrate that organizations must develop a consistent culture focused on social and environmental issues. This also reveals that the human resources field can contribute to developing a socially correct company, with the subsequent possibility of satisfying customers to retain and create customer loyalty.Social implicationsThe results show that for a company to be sustainable from an economic, social, and environmental perspective, the involvement of human resource management is fundamental.Originality/valueThis paper contributes to academia by presenting a new theoretical model, tested using a sample of Brazilian companies, which illuminates GHRM as an area still under development.