| Title | Can corporate green image improve employer attractiveness? Evidence from recruitment market in China |
|---|---|
| ID_Doc | 25508 |
| Authors | Ma, Y; Zhang, L; Fang, H |
| Title | Can corporate green image improve employer attractiveness? Evidence from recruitment market in China |
| Year | 2022 |
| Published | |
| Abstract | With the arrival of the circular economy, increasing numbers of firms gain unique advantages through corporate green image (CGI). This study focuses on the relationship between CGI and employer attractiveness (EA) based on signal theory. It further analyzes the mediating role of green perceived value (GPV) based on internal mar-keting theory and perceived value theory. The moderating role of susceptibility to normative influence (SNI) between CGI and GPV is also investigated. A total of 131 Chinese job seekers is used as a sample to test the hypotheses by structural equation modeling analysis, Bootstrapping test, and variance analysis. The results demonstrate that: CGI positively contributes to EA; GPV partially mediates the relationship between CGI and EA; SNI moderates the relationship between CGI and GPV. High SNI of job seekers can consolidate the positive relationship between CGI and GPV; When job seekers' SNI is low, their GPV is at a low level with nothing to do with CGI. This article puts forward the theoretical basis for implementing the circular economy at the firm level and the implications for both academia and corporate practice. |
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