A STUDY ON THE IMPACT OF PERCEIVED INSINCERITY IN GREEN HRM ON ENGAGEMENT OF THE EMPLOYEES IN IT COMPANIES IN CHENNAI

Abstract

Green HRM Practices, Perceived Insincerity and Employee Engagement are the main constituents in any Organization. The current Study pertaining
to the perceived insincerity in Green HRM on the engagement of the employees of the IT Companies in Chennai. This research study Green HRM Practices,
Perceived Insincerity (Greenwashing), and Employees Engagement which comprises of Cognitive, Emotional and Behavioural. This study is exclusively devoted
to the IT Companies Employees in Chennai with the sample size of Three Hundred and Ninety-Six through adopting the technique of stratified random sampling,
which includes three different designations comprise of Business Analysts of Ninety-Three, Project Managers of Ninety-Three, and Team Leaders of Two
Hundred and Ten. The top eleven IT Companies considered for the study includes, Accenture, Cognizant, Tata Consultancy Services, IBM, Infosys, New Gen
Software, Oracle, Paypal, Wipro, Larsen & Toubro Infotech, and HCL Technologies. The above companies located within the jurisdiction of the Chennai City
are selected in accordance with the Companies’ Turnover published in the NASSCOM Press Release, 2025 and listed in the BSE and NSE. The result of the
overall Descriptive Analysis depict that mean level of agreement for the factor ‘Employee Engagement’ (45.83), is highest among all and ‘Perceived Insincerity’
(Green Washing) (16.10), which is the least under the Green HRM Practices. The result of the Chi-Square test highlights that the Level of Green Washing
Perception of the employees irrespective of the low or high level, significantly varies in accordance with the various dimensions (Cognitive, Emotional,
Behavioural) of the employee engagement. The results of the One-Way ANOVA present that both perceived insincerity (Green Washing) and Employee
Engagement remains constant in accordance with the different categories of designation of the employees, whereas, Green HRM Practices change in accordance
with the different categories of designation of the employees and, the Green HRM Practices varies with the effect of the Age Categories of the employees.
Whereas, in the case of Perceived Insincerity (Green Washing) and Employee Engagement does not varies significantly based on the categories of Age of the
employees. The result of the Kruskal Wallis (H-test) states that all the three dimensions (Cognitive, Emotional and Behavioural) of employees’ engagement
varies in accordance with the effect of the categories of designations (Business Analysts, Team Leaders, and Project Managers) of the employees. It is being
suggested for the Organizations to implement the following measures: To provide the space for the employees to enable them to share their ideas about the ecofriendly measures and recognizes them for the same, which ensures both employees’ and organizational sustainability, to organizes the awareness program on
‘Sustainability,’ in the minds of the employees, then the responses about the green washing (perceived insincerity) would be overwhelming, to conduct a short
meeting on daily basis to discuss about the tasks undertaken and accomplished by each employee on daily basis, to extend its focus on ‘Green Initiatives,
Sustainability, disposal of E-Wastes, Green Branding to accomplish the Green Goals.