THE ROLE OF GREEN HUMAN RESOURCE MANAGEMENT IN BUIDING A SUSTAINABLE CORPORATE CULTURE IN IMPORT-EXPORT COMPANIES

Purpose: This study investigates how Vietnamese import-export firms employ Green HRM, specifically green training, communication, rewards, and empowerment to cultivate a sustainable corporate culture. Design/methodology/approach: The research uses a qualitative design, conducting semi-structured interviews with managers and employees and triangulating these insights with international literature. Findings: Results reveal that hierarchical structures, psychological resistance, and conflicting business objectives impede Green HRM adoption, yet targeted training, participative management, and customized incentives can surmount these barriers and strengthen employee engagement in sustainability. Originality: This work offers the first industry-focused blueprint for integrating Green HRM in Vietnam’s import-export sector, translating broad sustainability concepts into concrete HR practices.