The investigation of human resources and environmentally responsible creativity via the lens of organizational factors is a highly effective, albeit constrained, method for predicting the complex interconnections necessary for the growth of sustainability in small and medium-sized organizations (SMEs). In an effort to overcome these limitations, the author of this article proposes three models, each of which contains variables operating on two levels: creativity development (operating at the individual level), sustainable product organizational innovation (operating at the organizational level), and sustainability development.

The Structural Equation Model was utilized in order to provide feedback regarding the theoretical model. This demonstrates that one's knowledge, drive, and relationships with others can all function as predictors of creative output at the individual level. In addition to this, creativity is investigated in terms of its role as a mediator between the performance of sustainable product creation and human resources.

With this approach, small and medium-sized enterprises (SMEs) have an easier time determining which human resource (HR) factors should be prioritized for sustainable product innovation (PIP) performance. This is done with the intention of reducing the impact of the Covid-19 problem and creating a more sustainable world. An online questionnaire was given to a selection of Java-based small and medium-sized businesses (SMEs) in Indonesia, and their responses were used to compile the necessary data. The conclusions of this investigation provide credence to the most important discoveries, which were: (a) one's knowledge, (b) one's motivation, and (c) one's relationships all have a positive impact on creative output; (d) according to the three models, creative output fully mediates the relationship between human resources and the performance of sustainable product innovation. This study makes a contribution to the existing body of research on human resources and the performance of sustainable product innovation by adopting an approach that draws from multiple disciplines, conducting research at two levels, measuring the majority of the internal aspects of employees (want, emotion, idea, and feeling), and elaborating on the role of employee creativity as a mediator.