April Kim Lalisan, Karisma Sri Rahayu, Maricar Besa, Yi Xuan Ong, Muhammad Ashoer, Arif Widyatama, Minh Dam Xuan, Nga Thi Vo, Hazza Roshada Ramli, Sochea Nhem, Veasna Ky, Pichsinee Soonsap, Morakot Ditta-Apichai, Aung Aung, Joao Gregorio Goncalves Guterres, Muhammad Adi Safwan Haji Dullah, Rashid Ating
Digital natives, is the term used to describe Generation Z. Born between the late 1990s and the early 2000s and aged between 12 and 27, this generation has been heavily exposed to technology from the time they were born. Using Deliberative Value Formation as the theoretical framework for this study, we attempt to explore the career preference among Gen Z in Southeast Asia simultaneously using a quantitative method and analyze it using PLS-SEM. A survey questionnaire (N = 784) involving Generation Z from nine different countries in the Southeast Asia Region (SEA) was conducted. The results found that the impact of shared and social values on career preferences is significant in the Philippines, Thailand, Timor Leste, and Myanmar. Conversely, the influence is comparatively weaker in countries like Indonesia, Malaysia, Cambodia, Vietnam, and Brunei. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
University of Perpetual Help System Dalta Las Piñas, Metro Manila, Philippines; Vocational Faculty, Universitas Brawijaya, Malang, Indonesia; Lyceum of the Philippines University, Manila, Philippines; Research Faculty of Media and Communication, Hokkaiddo University, Hokkaido, Sapporo, Japan; Department of Management, Faculty of Economics and Business, Universitas Muslim Indonesia, Southern Sulawesi, Makassar, Indonesia; Department of Tourism and Marketing, Griffith Business School, Griffith University, Griffith, Australia; JCUS Business School, James Cook University, Townsville, Singapore; FPT School of Business & Technology, FPT University, Ho Chi Minh City, Viet Nam; Polytechnic Sandakan, Sabah, Malaysia; School of Business and Law, Edith Cowan University, Perth, Australia; East Asia Management University, Phnom Penh, Cambodia; School Liberal Arts, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand; Thaksin University, Phatthalung, Thailand; Myanmar Environmental Assessment Association, Yangon, Myanmar; National University of Timor-Leste (UNTL), Dili, Timor-Leste; Yeungnam University, Gyeongsan, South Korea; Department of Primary Care Medicine, Faculty of Medicine (FOM), Universiti Malaya (UM), Kuala Lumpur, Malaysia
