Signaling competence of agricultural businesses through social media presence to attract gen Z

Abstract

The lack of interest for young generations in working in the agricultural sector has been threatening the sustainability of agriculture and food provision. One of the reasons is the low competence stereotype assigned by young people to agricultural jobs, as the job in this sector requires no specific skills, a minimum educational background, is associated with old people, and is not prestigious. Based upon the stereotype content model, this research aims to examine whether the use of social media for agricultural businesses can increase their attractiveness for the younger generation through an improved competence stereotype. An online survey was distributed to Indonesian members of Generation Z who were aware of the presence of agricultural businesses in their country. About 376 data units were collected and analyzed using the moderated mediation model in Hayes' PROCESS Macro. The findings indicate that the use of social media improves the perceived competence of an agricultural business, subsequently fostering an intention among Generation Z members to apply for jobs in such businesses. Although the moderating role of self-efficacy is not significant, for individuals with low (high) self-efficacy, the adoption of social media decreases (increases) their intention to apply for jobs in the agricultural sector. Therefore, social media adoption has the potential to filter younger people who are talented and capable of working in agricultural businesses.