University of Twente Student Theses


Sustainability and the attitudes of internal stakeholders : a cross-sectional survey at a Dutch university

Westra, E. (2022) Sustainability and the attitudes of internal stakeholders : a cross-sectional survey at a Dutch university.

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Abstract:This study tests the relationship between sustainability and satisfaction with job/study (SJS), identification (IDF), and perceived external prestige (PEP) of internal stakeholders. This is done in addition to demographics and organizational quality, to see if sustainability adds significantly to the attitudes on top of these variables. Furthermore, the relationship between the attitudes and the willingness to contribute (WTC) to organizational sustainability initiatives is studied. As this study is conducted at a university, employees and students were included. These results were compared, providing insights in their differences. An online survey was used to collect data, which was targeted at employees and students from one university. Respondents were approached on campus or via a random email. 614 respondents finished the survey (235 employees/379 students). With employees, a significant relationship was found between sustainability and PEP. For students the relationships between sustainability and SJS and IDF were significant. Moreover, the attitudes significantly influenced the WTC of both stakeholders. However, not all attitudes added significantly. The findings provide insights on how sustainability influences the attitudes of both employees and students. As sustainability may positively contribute to these attitudes, it is valuable to communicate an organization’s sustainability initiatives. This in turn positively influences the WTC.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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