The Influence of Environmental Orientation and Green Human Resource Management on Green Competitive Advantage Mediated by Green Innovation Case Study in the Hotel Industry in Padang City

Abstract

This research aims to analyze The influence of environmental orientation and green human resource management on green competitive advantage mediated by green innovation, case study in the hotel industry in Padang City. The type of research used in this research is explanatory research, with the research method being an explanatory survey which prioritizes quantitative methods. The population is owners, employees at manager, director or CEO level or strategic managerial positions in the hotel industry in Padang City. Based on data on the number of Hospitality Accommodation (Units) for the 2022 period in Padang City, the number of hotels is 122 hotels. The sampling technique uses Non Probability Sampling method with Saturation Sampling technique, where each hotel will be studied by 2 people each. The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that environmental orientation has a positive and significant effect on green innovation. Environmental orientation does not have a significant effect on green competitive advantage. Environmental orientation has a positive and significant effect on green competitive advantage mediated by green innovation. Green human resource management has a positive and significant effect on green innovation. Green human resource management has a positive and significant effect on green competitive advantage.Green human resource managementhas a positive and significant effect on green competitive advantage mediated by green innovation. Green innovation has a positive and significant effect on green competitive advantage