Impacts of Social Sustainability Practices on Employee Value Creation from Employees' Perspective in Klang Valley: a Mediating Role of Brand Image

Phoon, Yee Wen (2024) Impacts of Social Sustainability Practices on Employee Value Creation from Employees' Perspective in Klang Valley: a Mediating Role of Brand Image. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

Text 54. Phoon Yee Wen (MCG).pdf Restricted to Registered users only Download (2MB)

Abstract

The nature of doing business has fundamentally changed because of the world's social and economic life becoming more dynamic, diversified, and complex. The relationship between business and society is being realigned. One of the key challenges to companies nowadays is to create value to their employees. Companies must make substantial internal and external changes to meet these employees’ demands and expectations. Therefore, this study focuses on how the wider sustainability agenda interacts with the employees for the benefits of their own welfare and well-being. This study investigates the influence of social sustainability practices, encompassing perceived philanthropic and ethical responsibilities, on employee value creation in Klang Valley. Additionally, it examines the potential mediating role of brand image in these relationships. The objective is to deepen our understanding of the factors shaping employee value creation among full-time employees within a sustainability framework and how perceived philanthropic and ethical responsibilities can be used to foster sustainable employment practices. A cohort of 200 full-time employees in Klang Valley, Malaysia, participated in the study through a self-administered questionnaire via Google Forms. Data were analysed using descriptive cross-sectional analysis with Statistical Package for the Social Sciences (SPSS). Results indicate a positive correlation between social sustainability practices and employee value creation, with brand image partially mediating these relationships. This underscores the importance of organisations leveraging their social sustainability efforts not only to attract potential employees but also to cultivate favourable brand image outcomes. Furthermore, the study suggests that brand image significantly influences employee value creation and alters the relationship between organisational commitment to social sustainability practices and employee value creation. In summary, this study contributes to the existing literature on the significance of sustainability, particularly social sustainability practices. It offers valuable insights for companies aiming to enhance employee value creation while bolstering their brand image. The findings are pertinent to both organisations and individuals, fostering a deeper understanding of the role of sustainability and its impact on employment