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This study introduces a theoretical model that integrates the conservation of resources (COR) and ability-motivation-opportunity (AMO) theories. This model is used to examine the relationship between green transformational leadership and green human resources management. Additionally, the study explores the influence of this relationship on employee green behaviour and the development of personal moral norms.

The hypotheses developed in this study were tested through a quantitative approach, employing structural equation modelling via partial least squares (PLS-SEM) along with bootstrapping estimation techniques. For data analysis, the study utilized responses from a total of 475 participants.

The findings of this study indicate that the implementation of green transformational leadership has a positive impact on green human resources management. In turn, enhanced green human resources management positively influences employee green behaviour. The research further reveals that employee green behaviour not only contributes positively to the development of personal moral norms but also plays a crucial mediating role in the relationship between green human resources management and personal moral norms. Additionally, evidence supports the significant mediating effect of green human resources management in the relationship between green transformational leadership and employee green behaviour.

This study highlights the pivotal role of employee green behaviour as a foundational element in developing personal moral norms, marking a departure from prior research in the green transformational leadership field, which has predominantly focused on green human resources management. By implementing green transformational leadership strategies, organisations can not only enhance their competitive edge but also effectively attract highly skilled and qualified candidates, thereby making a significant contribution to the field.