A study of the moderating factors for the relationship between poor corporate social responsibility reputation and job pursuit intention of generation Y in Singapore.

Abstract

This research study aims to investigate the moderating factors affecting the relationship between poor Corporate Social Responsibility (CSR) reputation and the job pursuit intention (JPI) of Singapore Generation Y (“Gen Y”) aged between 17 to 35 years old. This relationship will henceforth be referred to as the “main relationship”.

A quantitative research approach was adopted and our study is descriptive in nature. The data for analysis was collected via convenience sampling and quota sampling, while judgment sampling was used for the pre-test. A total of 420 responses were used for data analysis.

The respective moderating forces that we had chosen are namely Level of CSR concern, Level of Monetary Benefits, Gender, and Educational Level. Two main aspects of CSR – Environmental CSR and Employee Welfare CSR, were examined in detail in our report. From the results of our study, all these factors had been shown to moderate the main relationship.

Although convenience and quota sampling will reduce our results’ accuracy and reliability, it was used due to time and budget constraints. Nevertheless, the data is still representative of the population analysed in terms of gender proportion.

Future research could be conducted on how other aspects of CSR affect the main relationship. Additionally, more demographic factors can be examined for their moderating effect on the main relationship, if any.