Green human resources management, green innovation and circular economy performance: The role of big data analytics and data-driven culture

This study aimed to illustrate the impact of green human resources management on circular economy performance; the mediator role of green innovation; and the moderator roles of big data analytics and data-driven culture. A total of 438 survey questionnaires were collected from small and medium-sized enterprises from the Pakistani textile sector and evaluated through partial least square-structural equation modelling. The study’s outcomes revealed that green human resources management significantly impacts circular economy performance. Similarly, green innovation and big data analytics mediated and moderated between green human resources management and circular economy performance. Nevertheless, data-driven culture is needed to moderate between green human resources management and circular economy performance. The study presented a unique and novel idea of green human resources management concerning circular economy performance–the best solution for sustainable environmental fortification in the current decade while enhancing circular economy performance.