Generation Z job seekers in Vietnam: CSR-based employer attractiveness and job pursuit intention

Nguyen Ngoc Thang, Chris Rowley, Wolfgang Mayrhofer and Nguyen Thi Phuong Anh

Asia Pacific Business Review, 2023, vol. 29, issue 3, 797-815

Abstract: This study aims to advance our understanding of the effects of Generation Z job seekers’ attitudes towards corporate social responsibility (CSR) and initial job pursuit intention (JPI). A survey of 290 senior students in Vietnam shows that two of three aspects of Generation Z job seekers’ attitudes towards CSR (positive CSR assessment and CSR engagement) are positively related to JPI. In addition, the relationship between Generation Z job seekers’ attitudes towards CSR and JPI is mediated by CSR-based employer attractiveness. These findings suggest that including social and environmental issues into corporate strategy is a valuable approach for attracting Generation Z job seekers. We discuss the implications for theory and practice as well as the limitations and directions for future research, of these findings.

Date: 2023
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DOI: 10.1080/13602381.2022.2058217

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