Academic literature on the topic 'Generation Z – Attitudes'

For successful interaction and communication to occur in organizations, it is necessary to understand the characteristics of each generation and what motivates them to be successful and good employees. In an organization, many of the employees' values and attitudes towards work can be quite different from previous generations, and managers need to take these generational differences into account in order to effectively manage the workforce. Strauss and Howe (1991) identified eighteen generations throughout four centuries of American history, dating back to the first New World colonizers. In this study, the differences in working orientations and attitudes between generations within the scope of the Traditional Generation, Baby Boomer Generation, X Generation, Y Generation and Z Generation, which are the generations that affect / will affect today's working life, are discussed. After explaining what kind of environment these generations were born into and how they were affected by social, economic and environmental conditions, it was examined how these generations achieved unity in their working environments. It has been contributed to the recognition of Generation Z by their managers and colleagues, who have just entered or will enter the labor market, and to learn what kind of working group they are/will be faced with, and suggestions are made for the future labor markets.

This research was conducted on 133 z generations of Indonesia. This study uses the Stimulus-Organism-Respondent model to explain counterfeit products' purchase intention in Generation z in Indonesia. This study uses SEM to analyze research results. This study's results indicate that the stimulus of past experience, product knowledge, product appearance, novelty-seeking, status consumption, and information susceptibility can affect the utilitarian and hedonic attitude of generation z towards imitation products. The utilitarian and hedonic attitudes of generation Z affect the counterfeit product purchase intention. These results can understand what stimuli can affect generation Z's attitude towards counterfeit products and how this affects the counterfeit product purchase intention.

There are five different generations in the Latvian labour market. Each generation has its own values and life experience. Recent research has shown that generation Z entering the labour market is significantly different from previous generations. They have different approaches when it comes to purchasing, choosing a career, working attitude, and so on. Therefore, research is needed to understand what changes this generation will bring to the business environment in the years to come. The aim of this research study is to investigate some of the different aspects of generation Z behaviour in the labour market. This research study includes theoretical and empirical parts. Findings of various theoretical studies on distinctive values and attitudes of generation Z have been investigated. The empirical study compares the values of different generations and highlights the differences between the generations in the labour market. Recommendations are made for successful integration of generation Z into the business environment.

Generation Z with its uniqueness is often a challenge for parents (Millennial generation) in accompanying them. Generation Z is in transition and the digital context that is abundant in information and communication media often makes them carried away by negative currents. Therefore, parental assistance is needed that can be used as a reference. This paper aims to help generation Z parents by offering the attitudes of Z generation parents in accompanying their children. This paper uses a relevant literature study research method. The results of this study are to offer the attitudes of parents in accompanying children, namely: loving children, understanding and knowing children, being present, discernment, speaking, being an example, giving freedom to choose, giving praise, liberating, willing to accompany in a life of faith. In an effort to educate Generation Z, parents can apply several mentoring attitudes. The recommendation of this paper is the attitude of parents in assisting the Alpha generation.

Background: Generation Y (Millennial) and generation Z (IGeneration) are proven to be the two generations that dominate the use of information communication technology today. Living in a rapidly developing technology era and abundant information should make them have nutritional knowledge, attitudes and behavior towards a good visual balanced nutrition. However, Riskesdas 2018 shows an increase in the prevalence of obesity in adults by 21.8%. This high prevalence is said to be an indicator of low knowledge about balanced nutrition even though the two generations live in an era of abundant information.Objectives: Analyzing differences in nutritional knowledge, attitudes and behavior regarding visual balanced nutrition between generation Y and generation Z.Methods: This research is an observational analytic study with cross sectional design. Selection of research subjects with total sampling. A sample of 40 respondents was obtained from generation Y and 40 respondents from generation Z. Using the independent t-test statistical test to determine differences in nutritional knowledge, attitudes and behaviors regarding balanced nutrition visuals (balanced nutrition cone and my plate) in generation Y and generation Z.Results: There are differences in nutritional knowledge in generation Y and generation Z (p = 0.0001), there are differences in attitudes about visual balanced nutrition in generation and generation Z (p = 0.0001), and there are differences in nutritional behavior towards visual balanced nutrition of generation Y and generation Z (p = 0.029). From the above values, it can be said that the value of sampling bias on nutritional knowledge and attitudes is smaller than behavior.Conclusion: The three results show that there are differences in nutritional knowledge, attitudes and behavior between these two generations.

This study aims to investigate the differences in attitudes of young generation in showing their political expression on social media before and after the socialization in community service. The issue is related to the attitude of young generation in using social media as a means of expres-sion. Meanwhile, we realize that the internet can often be misleading with the abundance of in-formation and hoaxes. It requires the user’s ability to choose and filter the correct and useful information. As the generation that dominates social media and the internet, Generation Z is al-so a target of politicians and political issues on the internet. Therefore, political literacy for young generation in the internet is crucial. The data in this research were collected by quantita-tive descriptive methods through surveys before and after the socialization of social media and politics. The survey was conducted on 100 high school students in Semarang City. The results showed that the program for political literacy socialization increased the political literacy of the high school students by providing a positive knowledge regarding politics. The results showed that the program increased the high school students’ political literacy and attitude towards the use of social media for political expression.

Environmental pollution brought by the fashion industry are increasingly a cause for concern. The rise of Generation Z has significant implications for the sustainable fashion market in China. Previous studies found an attitude-behaviour gap among this population, they recognized the importance of sustainable fashion while not taking action. This study applied mix method in two phases to find out how Chinese Generation Z is influenced by environmental knowledge and corporate social responsibility (CSR) through social media, and other factors that influence attitude- behaviour gap in sustainable fashion consumption. With the online survey completed by 168 consumers and the semi-structured interview with six Gen Z consumers, there are four major finding of this study: 1) This study found that Generation Z consumers were more positive and aware of their attitudes and behaviour towards buying sustainable fashion than non-Generation Z consumers; 2) Generation Z consumers were more consistent in their attitudes and behaviour than non-Generation Z consumers; 3) Influenced by environmental knowledge factors and brands CSR through social media, Gen Z consumers are more likely to purchase sustainable fashion products than non-Generation Z consumers. 4) Other factors such as government promotion and school education helped to mitigate the attitude-behaviour gap among Gen Z. Therefore, this study provides applicable implications for fashion companies and government on the strategies to mitigate attitude-behaviour gap among Gen Z.

The article deals with the evaluation of university graduates’ attitudes towards job characteristics based on their generation. Research shows that the attitudes of individuals in the labor market are currently changing. However, the question is to what extent this change is related to the entry of a new generation or to what extent generational affiliation plays a role in the different attitudes of individuals in the labor market. Therefore, the aim is to test the proposition whether the age of a graduate, respectively his / her affiliation to the generation X, Y or Z affects attitudes towards job characteristics. The partial goal of the article is to identify the main attitudes of searched generations to employment, the second partial goal is to identify attitudes to the evaluation of the benefits of university study in relation to employment. This paper evaluates data from the case study of a selected business university. The return rate of primary survey was representative for the graduates of the case university. The results obtained were statistically tested. Analysis of differences between age and selected factors was used. The analysis showed statistically significant differences between members of generation X, Y and Z in all investigated factors.

Abstract The article focuses on fashion consumption patterns emerging from prominent TV series that have created generational fandoms. Three series (Sex and the City, Girls, and Euphoria) representing the three most important generations (Gen X, Gen Y, Gen Z) present in contemporary US society and global popular culture highlight the most mainstream contemporary fashion attitudes. Based on a deductive approach-based thematic analysis with focus on the semantic role of the dress played in the visual narrative, the research considers how fashion is used in building characters and their fashion- and clothing-culture-related values. The analysis concludes that the most important features of the generational fashion attitudes are as follows: materialist individualism for generation X, irony and anti-fashion for generation Y, and psychological coping mechanism for generation Z.

Abstract: The novelty of this paper is that Modus Vivendi of 13-14 year old teenagers is viewed from the perspective of the new generation Z teachers. Teachers, belonging to the same generation as students, participated in the qualitative study and expressed their opinions on the Modus Vivendi of 13-14 year old teenagers. This age range was selected specifically because it is close to the generational boundary of generation Alpha. Teachers from generation Z were purposefully selected as informants, since the researchers noticed a difference in Modus Vivendi of generation Z members closer to the generation Alpha and the older ones. The study is based on the methodological attitude of social constructivism. Its essence lies in perceiving that individuals construct their own personal understanding and it is not the mirror of their acquired knowledge. It is constructed on the basis of attitudes, experience, relationships between people, things and events. The aim of the study is to elucidate Modus Vivendi of teenagers from generation Z, as viewed by the teachers from generation Z. The paper contains the results of the conducted qualitative study and formulated conclusions.

Syfte: Syftet med denna studie är att genom tolkning och analys av värderingar och attityder hos Generation Z konstruera en idealtyp av en organisation, som kommer att kunna användas som ett redskap för förståelse för hur organisationer skulle kunna se ut i framtiden för att passa Generation Z.   Metod: En intervjustudie som behandlar generationsforskning ur ett organisationsperspektiv. Studien har genomförts med en induktiv metod och en kvalitativ strategi.   Slutsats: I Generation Z:s uttalade värderingar och attityder framträdde en paradox. Generation Z värdesatte motstridiga aspekter inom arbetslivet. Resultatet av studien är därför idealtypen ”Prospero”, baserad på Generation Z:s uttalade värderingar och attityder. En tvådelad organisationsstruktur som kombinerar hierarkisk ordning och struktur med adhocratisk kreativitet. Arbetsdagen är uppdelad mellan dessa båda delar, denna uppdelning regleras genom stämpelklockan ”Miranda”.
Purpose: The purpose of this study is to, through interpretation and analysis of values and attitudes of Generation Z, construct an ideal type of organization, which can be used as a tool for the understanding of how organizations could look like in the future to accommodate Generation Z.   Methodology: An interview study that addresses the topic of generational research from an organizational perspective. The study was conducted with an inductive approach and a qualitative method.   Conclusions: From Generation Z's spoken values and attitudes a paradox emerged. Generation Z valued conflicting aspects of working life. The result of the study is therefore the ideal type “Prospero”, which is based on Generation Z's spoken values and attitudes. A dual-sided organizational structure that combines hierarchical order and structure with an ad hoc creativity. The workday is divided between the two sides, this transition is controlled by the punch clock “Miranda”.

I dagens samhälle är internet något som de flesta har tillgång till. Sociala medier är en utav de aktiviteter som finns tillgängliga på internet och används som mest av ungdomar, däribland Generation Z. Genom sociala mediers höga tillgänglighet och kommunikationsmöjligheter skapar detta möjligheter för företag som vill sprida information till kräsna målgrupper. Produktplacering är en av de marknadsföringsverktyg på sociala medier som har visat sig vara effektiv i ett samhälle där människor filtrerar bort reklam på daglig basis. Opinionsledare är ytterligare ett verktyg som företagen använder sig av för att snabbare nå ut med sinakommunikativa budskap. Då ungdomar inom Generation Z är bekväma och innovativa har de också ett mer kritiskt och krävande förhållningssätt till det som publiceras på internet. Denna uppsats har därför som syfte att få en djupare förståelse för vilka attityder ungomdarna har till produktplacerade bilder på Instagram och om opinionsledare på plattformen har en påverkan på dem. Forskningsfrågor har upprättats som lyder: ‘’Vilka attityder har ungdomar inom Generation Z till produktplacering på Instagram?’’ samt ‘’Hur påverkar opinionsledare på Instagram ungdomar inom Generation Zs attityder?’’. Att undersöka produktplacering på Instagram var av stort intresse just för att applikationen är den app som ungdomar använder mest. Det finns dock begränsad forskning av vilka attityder som denna åldersgrupp har till produktplacering på Instagram och hur opinionsledare som medverkande kraft i denna plattform kan påverka dessa. För att kunna fylla detta kunskapsgap har vi framfört teori om kommunikation, påverkan och attityder för att sedan kunna analysera detta med det resultat som framkom under genomförandet av två kvalitativafokusgruppsintervjuer. Det visade sig att åldersgruppens attityder mestadels grundar sig i en “värdeuttrycksfunktion” av den orsak att de vill kunna koppla det som produktplaceras till deras sociala identitet och värderingar. Opinionsledaren har även visat sig ha en stor påverkan på åldersgruppensattityder om dem uttrycker sig på ett trovärdigt sätt. För att det kommunikativa budskapet i produktplaceringen ska nå fram behöver också åldersgruppen känna att de kan identifiera sigeller relatera till opinionsledarens åsikter. Krav på att produktplacering behöver vara skräddarsydd efter deras behov och intressen finns också vilket visar på att en så kallad “nyttofunktion” också präglar deras attityder.
In today's society, the internet is something that most people have access to. Social media is a popular activity on the internet and is mostly used by young people, including Generation Z. Through social media's high availability and communication capabilities, it creates new opportunities for companies that want to spread information to their target groups. Product placement is one of the marketing tools on social media that has proven to be effective in a society where people filter out advertising on a daily basis. Opinion leaders are another tool that companies use to speed up the proliferation of their communicative messages. As young people within Generation Z are comfortable and innovative, they also have a more critical and demanding approach to what is published on the internet. Therefore this essay aims to gain a deeper understanding of what kind of attitudes young people have to product-placed pictures on Instagram and also if opinion leaders on the platform have an impact on these attitudes. Issues have been formulated as the following: “What attitudes does young people in Generation Z have towards product placement on Instagram?” and, ‘’How does opinion leaders have an impact on young people in Generation Z’s attitudes on Instagram?’’. Examining product placement on Instagram was of great interest because of the fact that the application is the one that young people use the most. However, there is limited research on what kind of attitudes this age group has towards product placement on Instagram and how opinion leaders as a contributing power on this platform can affect them. In order to fill the gap of lacking data, we have presented theories in communication, impact and attitudes which will be analyzed with the results that were obtained during the implementation of two qualitative focus group interviews. It was shown that the attitudes of the young adults are mostly linked to a “value-expression function” based on the reason that they want to be able to link what has been product placed to their own social identity and values. The opinion leader has also been shown to have a major influence on the attitudes of the age group as long as they express themselves in a trustworthy way. In order for the communicative message of the product placement to approach them properly, the age group needs to feel that they can identify or relate to the opinions of the opinion leader. They also require that the product placement needs to be tailored to their needs and interests, this indicates that a so-called “utilitarian function” characterizes their attitudes.

Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential.  Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market.  Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis.  Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.

Hållbarhetsredovisningen kan ses som ett kommunikationsverktyg för företag gentemot sinaintressenter. Då konsumenter generellt sett är företagens primära inkomstkälla blir det därmed en viktig intressent för företaget. En konsumentgrupp som från och med i år beräknas vara den största konsumentgruppen och utgöra nästan 40% av världens konsumtion är Generation Z. Studiens syfte är att undersöka och förstå Generation Zs syn på två av Sveriges största fastfashion företag, nämligen H&M och Gina Tricot, hållbarhetsredovisningar utifrån 3Cprincipen.Vidare är syftet att undersöka om konsumentens attityd gentemot respektive fastfashion företag förändras efter att ha tagit del av hållbarhetsredovisningarna. Konsumenternas attityder analyserades utifrån Solomons et al. (2016) ABC-modell. Tio semistrukturerade intervjuer utfördes där deltagarna först fick dela med sig av generella åsikter kring företagen, därefter fick de ta del av hållbarhetsredovisningarna för att sedan dagen efter svara på ytterligare frågor. Resultatet visade på att konsumenter uppfattar respektivehållbarhetsredovisning som tydlig och jämförbar. För deltagarna som upplevde att hållbarhetsredovisningen var trovärdig var den genomgående anledningen till detta att den innehöll mer information. Konsumentens attityd gentemot respektive fast fashion företag förändrades inte ur många aspekter efter att ha tagit del av hållbarhetsredovisningen. Deltagarna som innan de tagit del av hållbarhetsredovisningen haft en positiv känsla gentemot företaget och därtill får en positiv känsla till hållbarhetsredovisningen uppgav däremot också ett förstärktbeteende. Med andra ord är de vara villiga att handla mer hos det företaget. Dock stämmer inte alltid attityd och beteende överens vilket innebär att man endast kan anta att de blir så.
The sustainability report can be seen as a communication tool for companies towards their stakeholders. Since consumers generally are seen as the company's primary source of income they therefore become an important stakeholder for the company. A consumer group that starting from this year is expected to be the biggest consumer group and make up for almost40% of the worlds consumption is Generation Z. This study is aimed to examine and understand Generation Z perception towards two of Sweden's biggest fast fashion companies, H&M and Gina Tricot, sustainability report based on the 3C-principle. Furthermore the purpose is to investigate if the consumers attitude towards respective fast fashion companies changes after they have taken part of the sustainability report. The consumers attitudes was analyzed based on Solomons et al. (2016) ABC-model. Ten semi-structured interviews were conducted where the participants first got to share their general opinions about the presented companies, thereafter they received the sustainability reports to then the day after answer additional questions. The results showed that the consumers perceive each sustainability report as clear and comparable. For the participants that perceived that the sustainability report as credible the frequent reason was that it contained more information. The consumers attitude towards the fast fashion companies did not change in many aspects after taking part of the sustainability report. The participants that had a previous positive feeling towards the company and in addition developed a positive feeling towards the sustainability report declared a reinforced behavior. However there is a gap between attitude and behavior and therefore one can only assume that they will behave that way. This paper is further on written in Swedish.

Problemformulering Det visar sig att marknadsföring kan påverka individers attityder både positivt och negativt, men frågan vi ställer oss är, skiljer sig olika generationers attityder kring annonsering via SMS och annonser på sociala medier och påverkar dessa attityder i sin tur intentionen till köp.  Syfte Syftet med studien är att undersöka och utvärdera om det existerar skillnader mellan olika generationers attityder till annonsering via SMS och annonsering på sociala medier som individer får på mobiltelefonen. Syftet är även att undersöka och  utvärdera om generationernas attityder påverkar deras köpintention. Forskningsfrågor I vilken utsträckning skiljer det sig mellan olika generationers attityder till annonsering via SMS och sociala medier?  I vilken grad påverkar attityderna köpintentionen?  Metod Metoden som använts i studien är kvantitativ med en deduktiv ansats. Kvantitativ data har samlats in via en utformat webbenkät där 211 respondenter deltog. För att analysera insamlad data har SPSS använts.  Slutsats Det existerar inga markanta skillnader mellan generationernas attityder, men attityderna till annonser via SMS påverkar köpintentionen med en förklaringsgrad på 65,8% och för sociala medier förklaras påverkan med förklaringsgraden 58,9%.
Problem definition It is shown that marketing can affect the attitudes of individuals both positive and negative, but the question is, does it differ between different generations attitudes towards advertising through SMS ads and social media ads, and does these attitudes affect the purchase intention.  Purpose The purpose of the study is to examine and evaluate if differences exists between different generations attitudes towards advertising they recieve to their mobile phones, through SMS and social media. The purpose is also to examine and evaluate if generations attitudes affect their purchase intention.  Research question To what extent does it differ between the different generations attitudes towards advertising through SMS and social media? In what degree does the attitudes affect purchase intention? Method The method used in this study is a quantitative method with a deductive approach. The quantitative data was collected using an online survey where 211 respondents participated. To analyse the collected data we used SPSS. Conclusion No apparent differences between the generations attitudes was found, but the attitudes towards advertising through SMS affect purchase intention with an coefficient of determination of 65,8% and for social media the coefficient of determination was 58,9%.

The fast-fashion industry’s effect on the environment becomes more of a critical subject as the industry grows and dominates the apparel industry. Fast-fashion is based on frequently pushing new trends to consumers in order to increase sold volumes. This has led to overconsumption and fashion waste where large volumes of unsold garments are burned each year. Alongside of this, the industry has begun to understand the importance of ethical conduct and sustainability to positively affect or minimally harm humans and reduce their overall impact on the environment. Generation Z are said to be a finely tuned ecologically conscious generation, whilst being frequent shoppers of fast-fashion. This has led to the purpose of this study, to see how Swedish Generation Z’s increased ecological conscience affects their fashion consumption. This will be found by examining how shifts in thinking affects their attitudes towards fast-fashion retailers and their willingness to purchase sustainable and ethical fast-fashion. This, with the intent of addressing the behavioral-attitude gap that exists amongst sustainable fast-fashion, where consumers want sustainable fashion but do not purchase it. To answer this, the empirical foundation was obtained through 20 semi-structured video-interviews via telephones to give an understanding of Generation Z’s attitudes and behaviors surrounding sustainability and ethics in fast-fashion. Conclusions drawn were that there was an awareness of sustainability concerning fast-fashion, but that it was not something that changed their behaviors so much as their attitudes. What was found was a strong attitude about ethics in fast-fashion as the majority of participants felt that they were in the dark about what happens in the supply chain, and that they could do nothing about it. If companies would clearly define why something is more ethical, it was found that the majority would be willing to change their behaviors, and purchase ethical fast-fashion. Sustainability that was something they were aware of, was lacking in fast-fashion but something they compromised for price, whilst price was not such a sensitive subject regarding ethical fashion.

Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science  Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.

Det har uppmärksammats en intensifiering av den digitala tekniken, som under senare år tilltagit mer än någonsin (Bassiouni & Hackley, 2014, s. 116). 2017 var det första året då internet utgjorde en övervägande del av alla medieinvesteringar (Larsén, 2018). I följd av internet och sociala mediers utveckling, då digitaliseringen är mer integrerad i samhället än tidigare, finns det fler möjligheter för företag att nå ut till konsumenter. Marknadsföringsverktyget influencer marketing har i takt med digitaliseringens utveckling expanderat, och omsatte 650 miljoner kronor på den svenska marknaden 2017 (Bränström, 2018). Vid användning av influencers lämnar företag över ansvaret till en extern person och företaget har således inte lika stor kontroll över den information och marknadsföring som sker. Det nya medielandskapet är därför mer oförutsägbart (Zahoor & Qureshi, 2017, s. 47). En social plattform är YouTube och är den populäraste videotjänsten för svenskar (Davidsson et al., 2018, s. 74). Influencer marketing har ökat och företag samarbetar med influencers inom YouTube där budskap om produkter sprids genom videoklipp av influencern. Fenomenet kan återkopplas till produktplacering, vilket enligt Russel och Belch (2005, s. 74) handlar om att införliva ett varumärke eller produkt i ett underhållningssammanhang och inte uttryckligen vara en annonsering. I följd marknadsföringslagen är det inte möjligt att helt undvika att nämna att det rör sig om reklam, men det är nära sammankopplat. Produktplacering har tidigare undersökts i stor utsträckning i form av TV (Van Reijmersdal et al., 2009, s. 430) men Eagle och Dahl (2015, s. 614–615) uppmanar forskare att fokusera på produktplacering inom sociala medier och i videos. Zhang och Mao (2016, s. 155) som menar att attityder mot reklamvärdet på sociala medier är ett ständigt utvecklande ämne. Studien har kvalitativt angreppssätt, för att generera en djupare förståelse för vad det är som gör att en viss produktplacering gällande betalda samarbeten på YouTube tas emot med en mer positiv attityd än andra, givet kvinnor i generation Z. Det har i samband med insamling av empiri genomförts åtta intervjuer med kvinnor i generation Z. Den analysmetod som används i studien är teoridriven tematisk analys. Analysdelen är indelad i fem olika teman; informativitet, underhållning, irritation, trovärdighet och reklamens värde vilka härstammar från Ducoffe (1996) där trovärdighet är en variabel som framkommit genom senare studier. I samband med bearbetning av insamlad empiri identifierats ett antal betydelsefulla underteman; Influencerns tydlighet, Ny information, Samarbetets anpassning till videons helhet, Influencerns engagemang, Överdrivna övertalningsförsök, Influencerns faktiska arbete, Konsumentens och influencerns egna erfarenheter, Parasocial relation,Kontinuitet samt Samarbetets produktplacering. Avslutningsvis har den aktuella studien bidragit till en djupare förståelse för kvinnor inom generation Z och deras attityder mot produktplacering inom betalda samarbeten på plattformen YouTube och vilka faktorer som påverkar kvinnornas attityder.

During the COVID era, diverse industries require persons willing to go towards another level of transformational leadership. This author proposes multigenerational leadership as a valuable addition. Five generations in the modern workforce described as the Silent Generation (1928-1945), Baby-Boomers (1946-1964), Generation X (1965-1980), Generation Y also known as Millennials (1981-1996), and Generation Z (1997-2012) are creating history! Each generation demonstrates unique perspectives, attitudes, and behaviors. The purpose of this chapter is to encourage the addition of multigenerational leadership to established leadership approaches that will require commitment to intentional learning about representatives of each generation, multigenerational challenges, change management styles, multiple intelligences, and effective soft skills. This chapter would emerge as an initial guide during the COVID-19 pandemic and envisions transformation during the post-pandemic era.

Youth travel is an important segment of the tourism market. The motives of travel as we knew them until 2020 were more or less constant, but the pandemic situation had a huge impact on the interest in travel. For this reason, it is important to test the reaction of young people to current pandemics in the tourism market and their current attitudes and views on travel. This chapter deals with changes in consumer behavior on the example of Slovak youth, based on the implemented qualitative research on a sample of more than 300 Slovak youths who participate in tourism activities. The aim was to identify changes in consumer behavior during the COVID-19 pandemic, their motivations, and barriers to travel. The results of the empirical part bring clear conclusions that the pandemic significantly affected the interest, purchase, and overall behavior of youth in the context of travel.

Millennials and Generation Z are the most environmentally conscious generations, but a positive attitude does not always translate to environmental actions. A possible solution could be environmental games that promote conscious behavior. This study is analyzing five environmental games and investigating the opinion of both generations on environmental games. The results show that both generations are open to trying environmental games and willing to pay for them if the profit goes to a specific environmental issue. The potential of environmental games is not explored, and this study could be an excellent basis for future academic research and business implications.

This research paper considers ethical behavior which is depicted as conscious consumption in the clothing industry. Conscious consumption is the social movement based on the increased awareness of how conscious purchasing and consumption effect society at large. It is concerned with the impact of purchasing decisions by consumers on the environment and the economy. This paper discusses the level of awareness of conscious consumption amongst people, the amount of sustainability in clothing companies, does not consider sustainability in other industries (food, road, etc.). There is previous study entitled “Consumers’ Attitudes towards Sustainability and Sustainable Labels in the Fashion Industry” by Lina Forsman and Denise Madsen in 2017, which has been done by qualitative method between Generation Y . However, this research paper has done quantitative survey between mostly generation Z. We noticed less consciousness on the part of consumers in the garment industry in a quantitative method by the survey of 44 people undertaken and as forecasted candidates revealed they do not take into consideration the sustainability of a company before purchasing the clothes. The reason behind this behavior is the deficiency of information about the concept. This text offers empirical research on how consumers can assist in achieving sustainability through their conscious purchasing. It adds on how individual consumers are more interested in the prices than the sustainability of a good. This paper outlines some practical suggestions that consumers should be more conscious of the usage of certain garments and the impact of their purchasing decisions on the environment and the economy. This paper is purposed to change the mindset of people into being more conscious about what they are consuming and being more environmentally friendly.

This chapter provides a brief overview of generational attributes for Generations X and Y and how they impact workplaces. It introduces The Global Co-Operative and Work-Integrated Education Charter that calls for the scaling up of work integrated programs around the world in recognition of their unique potential for bridging gaps between academia and the world of work and positively impacting the multiple generations working therein. More specifically, the charter positions international work-integrated learning as a particularly effective educational approach for developing the critical understandings, insights, and attitudes needed to effectively navigate the multigenerational and multicultural workplaces that typify our increasingly borderless world of work.

In educational experience in the past years, students' attitude toward learning has changed. The authors made a complex research in five Hungarian universities among economist students and their teachers. The focus of the research was learning motivation factors of students who participate in higher education in the field of economics. Another research question focused on the use of ICT tools. To answer these questions, the authors conducted a questionnaire, made workshops and interviews with students and teachers as well. In the questionnaire, they got answers to how often they face different teaching methodologies, to what extent do these methods support their learning, and what kind of expectations do they have from an electronic learning environment. During the analysis, the authors got some insights into students' preferences using electronic platforms. The questionnaires provided an opportunity to analyse some questions from students' and teachers' perspectives too.

The banking industry since pandemic has shifted servicing dramatically from its traditional branches to become far more digitally flexible. Banks rushed to face-lift the front-end look and feel and enable non-essential digital services without asking users their needs. Thus, this bank attitude as greater impact on building a good digital banking customer experience that leads the users to fully adopt digital. To have a clear vision of how banks can stand out to a successful digital transformation we interview 634 digital bank users from the generation XYZ. To find out about the digital banking perceptions of Generation Z (born 1997-2012) , Generation Y (born 1981-1996), and Generation X (born 1965-1980) we perform a qualitative analysis using Leximancer content analysis software to determine differences and characteristics of users' attitudes toward digital banking. The findings highlighted nineteen concepts (transfers, bank, channels, products, digital, availability, anywhere, services, operations, use, account, savings, speed, costs, information, options, price, complex, and market) grouped in eight key themes perceived by users using digital banking channels, namely: transfers, availability, use, speed, information, price, complex and market. The three tags categories generation XYZ result of the presence of highly connected with concepts or independent variables showing prominence between X-generation and availability and services concept, Y-generation, and market, anywhere, bank and operation concepts, Z-generation, and transfers concepts. These results showed that digital bank users are concerned about price, speed of transfers and product information, the anywhere availability of services and operations in the financial market, with some constraints about the complexity of options used to manage their accounts and savings. More the Y-generation (middle age) take more advantage of digital banking to explore bank/financial market and perform operations anywhere, the X-generation (older age) look digital banking mainly for the availability of services and Z-generation (younger age) simple for transfers. This study contributes to understanding the use and preference of digital banking, allowing us to propose a new conceptual model to explain the digital banking usage, helps to identify what is important for each XYZ generation to increase their adoption of digital banking and alerts to the use complex of multiple options that probably are not the main focus to successfully used by this generations. Highlighting the users' perceptions is important for the bank industry to develop digital banking features that align with users' expectations and to increase the success of digital transformation by shifting servicing dramatically from a brick-and-mortar stalwart to become far more business digitally flexible.

"This paper deals with “green fashion” in marketing. Young people are interested in eco production and are seeking “eco” brands, at least that's how they declare it. Fashion brands want to fulfil the wishes of their customers. But there is still one question: are companies´ promises and statements true or is it only marketing and greenwashing? We have tested their sustainability reports and statements here involves. The main goal of the paper is to evaluate whether the environmental discourse is having an effect on young consumers (young people from generation Z) and whether they behave ecologically or not. Additionally, we are interested in getting to know the customers’ attitudes towards “green fashion”. This study involves two analyses (both critical discourse analysis): (1) the environmental discourse of leading European fashion brands and (2) interviews with young consumers on their attitudes to, and buying behaviour of, fashion. Additionally, there also are implications for the fashion industry."

This study presents the results of a work-in-progress analysis and synthesis of the body of knowledge so far produced about green/sustainable consumption among Gen-Y (also known as Millennials) and Gen-Z consumers [1,2]. The main purpose of this paper is to provide a cross-generational, and comparative, quantitative analysis of Gen Y and Gen Z’s green purchasing behaviour, through a questionnaire with a sample of 2.000 respondents (n=1.000 per generation). To safeguard comparison criteria between generations the same survey was employed and the same dimensions will be analysed: Awareness, Financial availability, Personal benefits, Subjective norm and Trust, which may positively or negatively influence ‘green’ purchasing behaviour. Results show that not all dimensions have the same influence on the ‘green’ purchasing behavior for Gen Y and Gen Z. Despite both generations acknowledging the importance of consuming ‘green’, Gen Z presented stronger attitude and belief in being ‘green’, when compared to Gen Y. Hopefully, conclusions from this study can guide the development of marketing strategies to captivate both generations in engaging in a more environmental lifestyle.

Aim/Purpose: This paper provides the results of the preliminary analysis of the findings of an ongoing study that seeks to examine the social media use, cultural and political awareness, civic engagement, issue prioritization, and social activism of Gen Z students enrolled at four different institutional types located in the Mid-Atlantic region of the United States. The aim of this study is to look at the group as a whole as well as compare findings across populations. The institutional types under consideration include a mid-sized majority serving or otherwise referred to as a traditionally white institution (TWI) located in a small coastal city on the Atlantic Ocean, a small Historically Black University (HBCU) located in a rural area, a large community college located in a county that is a mixture of rural and suburban and which sits on the border of Maryland and Pennsylvania, and graduating high school students enrolled in career and technical education (CTE) programs in a large urban area. This exploration is purposed to examine the behaviors and expectations of Gen Z students within a representative American region during a time of tremendous turmoil and civil unrest in the United States. Background: Over 74 million strong, Gen Z makes up almost one-quarter of the U.S. population. They already outnumber any current living generation and are the first true digital natives. Born after 1996 and through 2012, they are known for their short attention spans and heightened ability to multi-task. Raised in the age of the smart phone, they have been tethered to digital devices from a young age with most having the preponderance of their childhood milestones commemorated online. Often called Zoomers, they are more racially and ethnically diverse than any previous generation and are on track to be the most well-educated generation in history. Gen Zers in the United States have been found in the research to be progressive and pro-government and viewing increasing racial and ethnic diversity as positive change. Finally, they are less likely to hold xenophobic beliefs such as the notion of American exceptionalism and superiority that have been popular with by prior generations. The United States has been in a period of social and civil unrest in recent years with concerns over systematic racism, rampant inequalities, political polarization, xenophobia, police violence, sexual assault and harassment, and the growing epidemic of gun violence. Anxieties stirred by the COVID-19 pandemic further compounded these issues resulting in a powder keg explosion occurring throughout the summer of 2020 and leading well into 2021. As a result, the United States has deteriorated significantly in the Civil Unrest Index falling from 91st to 34th. The vitriol, polarization, protests, murders, and shootings have all occurred during Gen Z’s formative years, and the limited research available indicates that it has shaped their values and political views. Methodology: The Mid-Atlantic region is a portion of the United States that exists as the overlap between the northeastern and southeastern portions of the country. It includes the nation’s capital, as well as large urban centers, small cities, suburbs, and rural enclaves. It is one of the most socially, economically, racially, and culturally diverse parts of the United States and is often referred to as the “typically American region.” An electronic survey was administered to students from 2019 through 2021 attending a high school dual enrollment program, a minority serving institution, a majority serving institution, and a community college all located within the larger mid-Atlantic region. The survey included a combination of multiple response, Likert scaled, dichotomous, open ended, and ordinal questions. It was developed in the Survey Monkey system and reviewed by several content and methodological experts in order to examine bias, vagueness, or potential semantic problems. Finally, the survey was pilot tested prior to implementation in order to explore the efficacy of the research methodology. It was then modified accordingly prior to widespread distribution to potential participants. The surveys were administered to students enrolled in classes taught by the authors all of whom are educators. Participation was voluntary, optional, and anonymous. Over 800 individuals completed the survey with just over 700 usable results, after partial completes and the responses of individuals outside of the 18-24 age range were removed. Findings: Participants in this study overwhelmingly were users of social media. In descending order, YouTube, Instagram, Snapchat, Twitter, Facebook, Pinterest, WhatsApp, LinkedIn and Tik Tok were the most popular social media services reported as being used. When volume of use was considered, Instagram, Snapchat, YouTube and Twitter were the most cited with most participants reporting using Instagram and Snapchat multiple times a day. When asked to select which social media service they would use if forced to choose just one, the number one choice was YouTube followed by Instagram and Snapchat. Additionally, more than half of participants responded that they have uploaded a video to a video sharing site such as YouTube or Tik Tok. When asked about their familiarity with different technologies, participants overwhelmingly responded that they are “very familiar” with smart phones, searching the Web, social media, and email. About half the respondents said that they were “very familiar” with common computer applications such as the Microsoft Office Suite or Google Suite with another third saying that they were “somewhat familiar.” When asked about Learning Management Systems (LMS) like Blackboard, Course Compass, Canvas, Edmodo, Moodle, Course Sites, Google Classroom, Mindtap, Schoology, Absorb, D2L, itslearning, Otus, PowerSchool, or WizIQ, only 43% said they were “very familiar” with 31% responding that they were “somewhat familiar.” Finally, about half the students were either “very” or “somewhat” familiar with operating systems such as Windows. A few preferences with respect to technology in the teaching and learning process were explored in the survey. Most students (85%) responded that they want course announcements and reminders sent to their phones, 76% expect their courses to incorporate the use of technology, 71% want their courses to have course websites, and 71% said that they would rather watch a video than read a book chapter. When asked to consider the future, over 81% or respondents reported that technology will play a major role in their future career. Most participants considered themselves “informed” or “well informed” about current events although few considered themselves “very informed” or “well informed” about politics. When asked how they get their news, the most common forum reported for getting news and information about current events and politics was social media with 81% of respondents reporting. Gen Z is known to be an engaged generation and the participants in this study were not an exception. As such, it came as no surprise to discover that, in the past year more than 78% of respondents had educated friends or family about an important social or political issue, about half (48%) had donated to a cause of importance to them, more than a quarter (26%) had participated in a march or rally, and a quarter (26%) had actively boycotted a product or company. Further, about 37% consider themselves to be a social activist with another 41% responding that aren’t sure if they would consider themselves an activist and only 22% saying that they would not consider themselves an activist. When asked what issues were important to them, the most frequently cited were Black Lives Matter (75%), human trafficking (68%), sexual assault/harassment/Me Too (66.49%), gun violence (65.82%), women’s rights (65.15%), climate change (55.4%), immigration reform/deferred action for childhood arrivals (DACA) (48.8%), and LGBTQ+ rights (47.39%). When the schools were compared, there were only minor differences in social media use with the high school students indicating slightly more use of Tik Tok than the other participants. All groups were virtually equal when it came to how informed they perceived themselves about current events and politics. Consensus among groups existed with respect to how they get their news, and the community college and high school students were slightly more likely to have participated in a march, protest, or rally in the last 12 months than the university students. The community college and high school students were also slightly more likely to consider themselves social activists than the participants from either of the universities. When the importance of the issues was considered, significant differences based on institutional type were noted. Black Lives Matter (BLM) was identified as important by the largest portion of students attending the HBCU followed by the community college students and high school students. Less than half of the students attending the TWI considered BLM an important issue. Human trafficking was cited as important by a higher percentage of students attending the HBCU and urban high school than at the suburban and rural community college or the TWI. Sexual assault was considered important by the majority of students at all the schools with the percentage a bit smaller from the majority serving institution. About two thirds of the students at the high school, community college, and HBCU considered gun violence important versus about half the students at the majority serving institution. Women’s rights were reported as being important by more of the high school and HBCU participants than the community college or TWI. Climate change was considered important by about half the students at all schools with a slightly smaller portion reporting out the HBCU. Immigration reform/DACA was reported as important by half the high school, community college, and HBCU participants with only a third of the students from the majority serving institution citing it as an important issue. With respect to LGBTQ rights approximately half of the high school and community college participants cited it as important, 44.53% of the HBCU students, and only about a quarter of the students attending the majority serving institution. Contribution and Conclusion: This paper provides a timely investigation into the mindset of generation Z students living in the United States during a period of heightened civic unrest. This insight is useful to educators who should be informed about the generation of students that is currently populating higher education. The findings of this study are consistent with public opinion polls by Pew Research Center. According to the findings, the Gen Z students participating in this study are heavy users of multiple social media, expect technology to be integrated into teaching and learning, anticipate a future career where technology will play an important role, informed about current and political events, use social media as their main source for getting news and information, and fairly engaged in social activism. When institutional type was compared the students from the university with the more affluent and less diverse population were less likely to find social justice issues important than the other groups. Recommendations for Practitioners: During disruptive and contentious times, it is negligent to think that the abounding issues plaguing society are not important to our students. Gauging the issues of importance and levels of civic engagement provides us crucial information towards understanding the attitudes of students. Further, knowing how our students gain information, their social media usage, as well as how informed they are about current events and political issues can be used to more effectively communicate and educate. Recommendations for Researchers: As social media continues to proliferate daily life and become a vital means of news and information gathering, additional studies such as the one presented here are needed. Additionally, in other countries facing similarly turbulent times, measuring student interest, awareness, and engagement is highly informative. Impact on Society: During a highly contentious period replete with a large volume of civil unrest and compounded by a global pandemic, understanding the behaviors and attitudes of students can help us as higher education faculty be more attuned when it comes to the design and delivery of curriculum. Future Research This presentation presents preliminary findings. Data is still being collected and much more extensive statistical analyses will be performed.