Millenial's Preference on Triple Bottom Line: Effects of the Corporate Social and Environmental Publicity on the Reputation, Attitude, and Intention to Work at A Company

Abstract

In the era of extended information, business activities have pressure in many fronts, not only on profitability but also on social and environmental impact. Elkington has been coined the concept of triple bottom line that company should not only care on profit but also on people and planet. Through an experiment involving ready to graduate students, this study is trying to test the effect of other than profit bottom line to the millennials who will looking for a job in companies. Utilizing experimental research between subject design of good-bad publicity regarding environmental and employee engagement with one control group, this study found strong direct effect of good publicity on environment and employee management to perceived company reputation, attitude toward the company, and intention to work for the company.

Keywords: Triple bottom line, perceived company reputation, attitude toward company, intention to work in company, publicity