WILLINGNESS TO EMBED SOCIAL SUSTAINABILITY: A CASE OF GEN Y AND GEN Z ENTREPRENEURS IN INDONESIA

Authors

:

https://doi.org/10.9744/jmk.25.1.25-40

Keywords:

Social sustainability, motivators, willingness, gen Y and gen Z, entrepreneurs

Abstract

This research aimed to explore the motivators and willingness of Gen Y and Gen Z entrepreneurs in Indonesia to embed social sustainability in their businesses. This research employed a quantitative method via an online survey questionnaire, which was conducted based on a convenience sample of Gen Y and Gen Z alumni and students from several universities in Indonesia. The data were processed using SEM-SmartPLS3.0. The research finding showed that instrumental and normative motivators affected the willingness to embed social sustainability, while relational motivators had no effect. Previously, social sustainability research involved established industries and companies. However, this research focused on upcoming Gen Y and Gen Z entrepreneurs. The recommendations provided by this research for developing a sustainable business strategy framework in terms of social dimension for Gen Y and Gen Z entrepreneurs, among others, include strengthening the indicators of normative and instrumental motivators, and the willingness to embed social sustainability.

Author Biographies

Sherlywati Sherlywati, Maranatha Christian University

PhD student at Prasetiya Mulya Business School, Jakarta, Indonesia. Master’s degree in Management (2011) from Universitas Katolik Parahyangan, Bandung, Indonesia. Currently a researcher/lecturer at the Faculty of Business, Universitas Kristen Maranatha, Bandung, Indonesia. Research interests include entrepreneurship, operation management, and supply chain management.

Correspondence to: Sherlywati, Universitas Kristen Maranatha, Jl. Prof. drg. Surya Sumantri no. 65, Bandung, West Java 40164, Indonesia, email: sherlywati@eco.maranatha.edu

ORCID  https://orcid.org/0000-0002-6429-3549

Eliot Simangunsong, Maranatha Christian University

PhD in Management (2010) from the University of Lancaster, UK. Presently an Associate Professor of Operations and Supply Chain Management at Universitas Prasetiya Mulya. He is also a certified trainer and consultant for International Purchasing and Supply Chain Management (IPSCM), supported by the International Trade Centre (ITC / UNCTAD-WTO). Emerald Publishing’s Literati Awards winner in 2017 for outstanding paper, his research interests are mainly in operations management, supply chain management, logistics, and the quality of higher education.

 Correspondence to Eliot Simangunsong, Universitas Prasetiya Mulya, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430, Indonesia, email: elliot@pmbs.id

ORCID  https://orcid.org/0000-0003-1802-6287

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2023-06-02

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Sherlywati, S., & Simangunsong, E. (2023). WILLINGNESS TO EMBED SOCIAL SUSTAINABILITY: A CASE OF GEN Y AND GEN Z ENTREPRENEURS IN INDONESIA. Jurnal Manajemen Dan Kewirausahaan, 25(1), 25-40. https://doi.org/10.9744/jmk.25.1.25-40

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Vol. 25 No. 1 (2023): MARCH 2023

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