Questioning Sustainability from the Workers’ Perspective: Career Attractiveness in Retail

Abstract

Abstract - Recent developments have led to a dramatic shift in the retail industry, marked by the rise and fall of major corporations. This study intends to investigate the level of attractiveness of the retail industry for career development of the current workforce. Moreover, analyzing each construct at the dimensional level—Individual, Instrumental, and Symbolic—contributes valuable insights to the employer branding literature in emerging markets like Indonesia, particularly regarding the challenge of maintaining sustainable talent in the retail sector amid high turnover, market volatility, and increasing digitalization.

Keywords - branding strategy, motivation, perception, instrumental, symbolic, work intention.