Does Occupational Identity Weaken the Effect of Stigma? Empirical Evidence of the Impact of Occupational Stigma on China’s Gig Economy

Existing literature has focused on the impact of occupational stigma in traditional industries; however, limited research investigates how occupational stigma and identity affect employee performance within the gig economy. Thus, this study examines the causes of stigma and the barriers faced by workers in the gig economy. Using a survey of 400 food delivery workers in China, this study investigates how occupational stigma affects employee performance and turnover intentions. It also examines the roles that workplace well-being and professional identity play in this process. Using structural equation modeling, the findings indicate that participants’ higher perceived stigma is associated with reduced workplace well-being, which in turn leads to decreased performance and increased turnover intentions. The results also show that the effect of occupational identity is contingent on its level, with a more pronounced impact observed at lower levels under certain boundary conditions. Furthermore, the relationship between stigma and turnover intentions is weaker for those with stronger occupational identity. This study presents a novel theoretical framework from an Eastern perspective to enhance the understanding of occupational stigma. Its findings can contribute to the development of strategies for mitigating it.