The Influence of Green Human Capital and Green Creativity on Business Performance with Green Environmental Commitment as Moderation

Abstract

The pursuit of enhanced business performance highlights the scarcity of green human capital among traditional market traders. This study explores the relationship between green human capital, green creativity, and environmental commitment, examining their collective impact on business performance within traditional markets. With a focus on 242 respondents, the research conducts validity and reliability assessments, utilizing a robust model to scrutinize the direct effects of green human capital and green creativity on business performance. Additionally, it analyzes the moderating influence of environmental commitment. The findings underscore the significantly positive contributions of green human capital and green creativity to business performance within traditional markets. Moreover, integrating environmental commitment as a moderating factor amplifies these positive effects, emphasizing potential synergies among these elements for enhancing business outcomes. The implications are profound, calling for deeper academic research on environmental education intensity, proactive measures from market managers to enhance sustainability, and persistent green practices by traders. These insights advocate for collaborative efforts to bolster environmental sustainability while concurrently elevating business performance within traditional markets.