INFLUENCE OF BIOSPHERIC VALUES, GREEN CORPORATE BRAND, AND PERSON-ORGANIZATION FIT ON GREEN ORGANIZATIONAL ATTRACTIVENESS AMONG GEN Z JOB SEEKERS

Abstract

This study aimed to examine the influence of biospheric values, green corporate brand, and person-organization (P-O) fit on organizational attractiveness among Generation Z job seekers, integrating Signaling Theory and Social Identity Theory. Employing a quantitative cross-sectional design, data were collected from 365 undergraduate students using 5-point Likert scale questionnaires. Multiple regression analysis was utilized to test the research hypotheses. The results indicated that the proposed model significantly predicted organizational attractiveness (R² = .428, p < .001). P-O fit demonstrated the strongest positive effect on organizational attractiveness (β = .539, p < .001), followed by green corporate brand (β = .195, p < .001). Conversely, biospheric values did not exert a significant direct effect (p = .749). The findings highlight that while a green corporate image serves as an initial signaling mechanism, value congruence between the individual and the organization is the most potent psychological driver of attractiveness. Consequently, human resource practitioners should prioritize communicating authentic core values to facilitate candidates' accurate assessment of fit, moving beyond superficial green branding strategies.

Keywords: Organizational Attractiveness, Green Corporate Brand, Person-Organization Fit, Biospheric Values