Exploring the intentions of generation Z to pursue environmental and green careers

Abstract

As global environmental concerns intensify, understanding the career motivations of sustainability-minded youth has become increasingly important. This study extends the theory of planned behavior (TPB) to investigate the factors influencing green job pursuit intention (GJPI) among Generation Z. Specifically, it incorporates perceived environmental responsibility (PER) and expected treatment as theoretical extensions to enhance explanatory power. Using a sample of 292 participants, the study examines how PER influences attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and ultimately GJPI. Structural equation modeling (AMOS) and SPSS are employed for data analysis. Results reveal that PER significantly predicts ATT and PBC, which, along with SN, are positively associated with GJPI. Additionally, ATT and PBC mediate the relationship between PER and GJPI, while expected treatment moderates the effect of PER on ATT.