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All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Tekinkom (Teknik Informasi dan Komputer) Jurnal EK dan BI Jurnal Akuntansi Dan Manajemen Indonesia (JAMIN) Jurnal Manajemen AMMA : Jurnal Pengabdian Masyarakat Glow: Jurnal Pengabdian Kepada Masyarakat Manajemen : Jurnal Ekonomi Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) TechTalent & Business Review Jurnal Bersama Pengabdian Kepada Masyarakat Komputasi : Jurnal Ilmiah Ilmu Komputer dan Matematika Economics and Digital Business Review
Hengki Mangiring Parulian Simarmata
Politeknik Bisnis Indonesia
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Aligning Organizational Behavior with Green Marketing Initiatives for Sustainable Product Innovation Hengki Mangiring Parulian Simarmata
TechTalent & Business Review Vol. 2 No. 3 (2026): TTBR - October
Publisher : Asosiasi Peneliti dan Inovasi Nusantara (APIN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63985/ttbr.v2i3.145

Abstract

The contemporary integration of environmental imperatives into corporate strategy has elevated Sustainable Product Innovation (SPI) from a peripheral corporate social responsibility concern to a core determinant of competitive advantage. However, organizations frequently experience a profound strategy-execution gap, where high-level green marketing directives fail to translate into tangible product innovations due to internal behavioral misalignment. This study develops an integrative theoretical and empirical synthesis examining how Organizational Behavior (OB) specifically Green Transformational Leadership (GTL), Green Organizational Climate (GOC), Green Human Resource Management (GHRM) framed through the Ability-Motivation-Opportunity (AMO) model, Green Knowledge, and Organizational Citizenship Behavior towards the Environment (OCBE) must be strategically aligned with Green Marketing Initiatives (encompassing Strategic, Internal, and Tactical Green Marketing Orientations) to foster Sustainable Product Innovation. Synthesizing global empirical evidence from structural equation modeling (PLS-SEM and AMOS) across manufacturing enterprises and B2B sectors under PRISMA 2020 systematic review principles, this paper explicates the sequential mechanisms and boundary conditions governing green strategy execution. The results demonstrate that while Strategic Green Marketing Orientation (SGMO) and Green Transformational Leadership exert direct positive effects on product innovation, their impact is heavily mediated by Internal Green Marketing Orientation (IGMO) and employee OCBE. Furthermore, Green Organizational Climate and Green Knowledge serve as critical moderating enablers that amplify the behavioral conversion of green leadership into voluntary eco-innovative workplace behaviors. By bridging the Natural-Resource-Based View (NRBV) with Tripartite Green Marketing Orientation theory and Social Learning Theory, this article provides a multi-level conceptual model, illuminates governance paradoxes such as greenwashing and greenhushing, and offers a four-phase managerial roadmap for authentic organizational transformation.
The Impact of AI-Driven Recruitment on Generation Z Organizational Behavior and Workplace Engagement Hengki Mangiring Parulian Simarmata
TechTalent & Business Review Vol. 2 No. 3 (2026): TTBR - October
Publisher : Asosiasi Peneliti dan Inovasi Nusantara (APIN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63985/ttbr.v2i3.146

Abstract

The rapid proliferation of artificial intelligence (AI) in talent acquisition has fundamentally transformed personnel selection from an interpersonal evaluative process into a socio-technical decision system. For Generation Z (born late 1990s–early 2010s) entering the global workforce, this technological shift presents a profound behavioral paradox. As digital natives, Generation Z applicants expect modern, technology-enabled hiring workflows, yet empirical studies demonstrate that fully automated candidate screening, asynchronous video interviews (AVIs), and non-explainable decision algorithms elicit widespread algorithm aversion, feelings of de-individuation, and heightened perceived procedural injustice. Drawing on organizational justice theory, signaling theory, person-environment fit, social exchange theory, and psychological contract theory, this paper presents a systematic literature-based analysis of peer-reviewed empirical studies and meta-analyses published between 2022 and 2026. The findings synthesize how recruitment automation, candidate experience, perceived fairness, and process explainability influence candidate trust, organizational attractiveness, and post-hire workplace engagement. Results reveal that while algorithmic efficiency enhances processing speed and administrative reach, non-explainable AI tools undermine person-environment fit and re-architect psychological contracts from relational commitments to transactional exchanges. This structural shift triggers strategic candidate adaptations and downstream technostress. The paper concludes with a risk-calibrated framework for human-AI augmentation to preserve candidate trust, procedural justice, and sustained workplace engagement
Co-Authors Adelia Adelia Andi Manalu Andy Wijaya Arifin Tua Purba Doris Yolanda Saragih Erikson Damanik Erwin Sirait Firinta Togatorop Gayus Simarmata Grace Brigita Manurung Gryvanill Nisma Putri Henry Dunan Pardede Heru Sugara Jholant Bringg Luck Amelia Br. Sinaga July Antasari Br Sinaga Marieni Manik Martinus Leonardo Nancy Florida Siagian Natanael Gulo Nora Januarti Panjaitan Poltak Pardamean Simarmata Poltak Pardamean Simarmata Purnama Yanti Purba Purnama Yanti Purba Rajainal Saragih Roy Sahputra Saragih Roy Syahputera Saragih Sandi Maiko Sihite