RESEARCH ARTICLE
Building a Green Business: Exploring the Role of Organizational Culture and Human Resource Management Through a Case Study Approach
Kristina Zabala,
Carmela Peñalba-Aguirrezabalaga,
Lorea Narvaiza,
Arantza Zubiaurre,
Corresponding Author
Kristina Zabala
Deusto Business School, University of Deusto, San Sebastián, Spain
Correspondence:
Kristina Zabala ([email protected])
Search for more papers by this authorCarmela Peñalba-Aguirrezabalaga
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorLorea Narvaiza
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorArantza Zubiaurre
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorKristina Zabala,
Carmela Peñalba-Aguirrezabalaga,
Lorea Narvaiza,
Arantza Zubiaurre,
Corresponding Author
Kristina Zabala
Deusto Business School, University of Deusto, San Sebastián, Spain
Correspondence:
Kristina Zabala ([email protected])
Search for more papers by this authorCarmela Peñalba-Aguirrezabalaga
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorLorea Narvaiza
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorArantza Zubiaurre
Deusto Business School, University of Deusto, San Sebastián, Spain
Search for more papers by this authorFirst published: 24 March 2025
Funding: This work was supported by the Basque Government (IT-1497-22 and IT-1429-22) and the Ministry of Science and Innovation of Spain (PID2020-114658RB-I00).
ABSTRACT
The pursuit of sustainability has evolved into a compelling imperative for companies. Understanding the intricate interplay of “human-side” factors in the construction of a green business has recently gained momentum. The present study explored the role of organizational culture (OC) and human resource management (HRM) practices in building a green business. An in-depth case study identified three novel elements that contribute to a green OC: Sustainability orientation must be rooted in the organization's origins, green values must be driven by passion, and the ecosystem plays an important role. Additionally, three innovative aspects of HRM practice were identified: the potential of nonmonetary incentives (such as “emotional salary”), the use of employee-led committees to promote engagement and sustainability consciousness, and the importance of internal communication. In conclusion, the paper identifies some key managerial implications and several avenues for further research.
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