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Increasing clothing (over)consumption, supported by the fast fashion industry, has caused a significant reduction in clothing costs, raised major sustainability challenges, and highlighted the need for engaging in more sustainable consumption behaviour to mitigate the negative environmental, social, and economic consequences. Although green purchase behaviour is now well understood, extant literature still lacks a comprehensive approach to explain consumers behaviour (especially that of the younger generations) with respect to sustainable clothing. Using survey data collected through a structured questionnaire, this study aims to assess whether Generation Z is more inclined to buy sustainable or eco-friendly clothing than Generation Y. Given the non-random selection of respondents, analysis was conducted using propensity score matching to correct for potential bias based on a set of observable confounders. The results show that Generation Z is more likely to buy second-hand clothing, whereas Generation Y is more interested in clothes made of organic and eco-sustainable fabrics. [ABSTRACT FROM AUTHOR]

Generation Y and Generation X comprise the majority of the workforce in Kazakhstan. This article attempts to unfold the origins of generational differences in job satisfaction and organizational commitment by focusing on its effect on employees who strongly absorbed the communist ideology and those who ended up in a newly formed country at an early age after collapsing of the USSR. A total of 605 participants from various government agencies were asked to complete a survey in which JSQ and OCQ were used to testify whether generational attributes of employees play a significant part. The results revealed Generation X values security and co-workers the most, whereas Generation Y values independence and supervision. Generation X, on the other hand, is dissatisfied with activity, power, and pay, while Generation Y is dissatisfied with a lack of creativity, variety and achievement. It was hypothesized that extrinsic, intrinsic satisfaction had stronger positive relationships with each commitment component for Generation X than Generation Y employees. Results partially supported the hypotheses. A substantial difference was discovered among the two generations of workers, with extrinsic job satisfaction found to be positively associated with commitment among Generation X and intrinsic job satisfaction strongly encouraging commitment among Generation Y. [ABSTRACT FROM AUTHOR]

The consumer profile has undergone evolutions and transformations over the years due to the evolution of new generations of individuals, such as Generation Y. Social media has revolutionized the way in which consumers can search and find information about products in general, which has impacted how brands relate to their consumers. In this context, this study tries to understand how digital influencers are being used to influence Generation Y in the consumption of banking services from fintechs in Brazil via social media platforms. The specific objectives include profiling these consumers, identifying the most relevant influencers, and measuring the impact of influencer marketing. The results pointed to Generation Y's preference for mobile applications and personal recommendations when making decisions to purchase financial products. Fintechs stood out for the agility and autonomy they offered, as well as for being on the forefront in leading practices, innovations, and product offerings that drive sustainability forward. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence Millennial consumption decisions, highlighting the complexity of the decision process. [ABSTRACT FROM AUTHOR]

When investing, the investment motives of return, liquidity, and risk play a role in decision-making. However, due to the increasing relevance of environmental and social issues and the higher availability of sustainable investments, sustainability is an additional investment motive. The attitude of an individual toward sustainability has implications for other investment motives. This paper examines the interplay between the established financial investment motives of return, liquidity, and risk on the one hand and sustainability considerations on the other hand, with a view to the Generation Y cohort. A questionnaire approach was used to collect data from randomly selected Generation Y retail banking customers from Germany. The data were analyzed using correlation and regression methods. The findings of the paper confirm that there is a negatively directed relationship between the profit maximization motive and the green tradeoff intention. Furthermore, education moderates the relationship between the risk minimization motive and the green tradeoff intention. The paper contributes to different stakeholders. Practical implications result for retail banks and investment firms, which could continue to motivate Generation Y customers for sustainable investments and generate stronger financial education through targeted marketing and information campaigns. [ABSTRACT FROM AUTHOR]

This study examines job satisfaction among Generation Y employees at Swiss-Belresort Pecatu, motivated by concerns about high turnover rates and varying levels of engagement within this demographic. The research aims to identify the factors influencing job satisfaction and analyze how demographic variables affect satisfaction levels. A quantitative research method was employed, utilizing a survey distributed to Generation Y employees at the resort. Data were analyzed using descriptive statistics and regression analysis to explore relationships between satisfaction levels and influencing factors such as work environment, company policies, career development opportunities, and work-life balance. The results indicate that while the overall job satisfaction of Generation Y employees is moderate, key factors such as career growth opportunities and work-life balance significantly impact their satisfaction. Differences in satisfaction levels were also found based on demographic variables, including age, gender, education, and length of service. The study concludes that Swiss-Belresort Pecatu should adopt tailored strategies to address the specific needs of Generation Y employees, focusing on career development, improved work-life balance, and a supportive work environment. These findings provide valuable insights for the management to enhance employee satisfaction and retention, ensuring a motivated and productive workforce in a competitive hospitality industry. [ABSTRACT FROM AUTHOR]

Given the great potential of Generation Y for the tourism industry, their perceptions, and opinions of family-run hotels, which dominate tourism, were explored through 20 semi-structured interviews. The study shows that Generation Y perceives the image of family-run hotels positively and emphasizes traditions, small-scale structures, authenticity, and trust while highlighting their hospitableness. Our results underline the assumption of responsibility to family firms, including the importance of word-of-mouth, in the communication between Generation Y and family firms. Based on organizational identity theory, family-run hotels can build on their core values to build family firm images, contributing to differentiation, and establishing customer relationships. This study relates Generation Y to the tourism industry context, which family firms mainly run. The findings suggest that Generation Y should be targeted as a segment for the family-run tourism industry and that research should be expanded. [ABSTRACT FROM AUTHOR]

This study investigates the influence of coffee tourist attractions (CTA) on the visit intentions of Generation Y and Generation Z. Utilizing a quantitative research framework, surveys were conducted to assess how product quality, service quality, and atmospheric of coffee shops as tourist destinations. The sample consisted of 314 respondents from Yogyakarta, including both generations. The results demonstrate that both Generation Y and Z are significantly influenced by the quality of products, services, and coffee shop atmosphere with Generation Y placing greater emphasis on personal recommendations and traditional marketing, while Generation Z relies more on digital interactions and social media. These findings highlight the importance of tailored marketing strategies to effectively attract each generational cohort. The study concludes that enhancing product quality, service, and atmosphere of coffee shops can positively impact their attractiveness as tourist destinations for both Generation Y and Z.

This study aimed to understand job characteristics of generations Y and Z who present a new workforce demographic challenge for organizations. Using the Work Design Questionnaire, data were collected from 582 representatives of these generations residing in Pakistan and Russia and analyzed using a latent profile analysis and a multinomial logistic regression. The analysis resulted in three profiles across both generations that point to weak, moderate, and strong preference for job characteristics. The results indicate generation Z have higher preferences for feedback from others and from the job than generation Y while generation Y have higher preferences for work conditions than generation Z. Specifically, we examine the effects of generation and work experience on the membership in job characteristics profiles. The results could assist organizations in re‐calibrating their work design approaches and practices to better integrate, motivate, and retain these cohorts of employees. Adjustments should be made to the attraction, recruitment, selection, and onboarding strategies for new employees and motivation, communication, and retention practices for current employees. [ABSTRACT FROM AUTHOR]

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

This article discusses part of a qualitative study carried out among representatives of four generations (the traditionalist generation, baby boomers, generation X, and generation Y), which reveals intergenerational differences in the way the ageing human body is perceived and the body practices to which it is currently exposed. Using the category of generations and assuming that the human body is a social construct resulting from the process of the socialisation of the biological – a symbolic form reflecting the rules, social hierarchies and cultural obligations binding in a given society and at a given historical moment, the article proposes an answer to the question: how does the moment of life of representatives of different generations, and thus the socio-cultural conditions defining selected generations of Polish men and women, determine the way in which the appearance of the body of contemporary seniors is interpreted? The collected material allows us to perceive generational differences (in the chosen topic), while the literature used helps to interpret the results of the study.

The purpose of this study is to explain the differences in online shopping behaviour of generation X, Y and Z consumers in Denpasar City and Badung Regency Bali as measured by consumer personal aspects such as trust, convenience, comfort, security and marketing strategy aspects consisting of product quality, price promos, features and services. The population in this study is the X, Y and Z generation consumer groups in Denpasar City and Badung Regency who have shopped online. The sample size used was 180 respondents, who were taken using the Purposive Sampling method. The analysis technique used is descriptive statistical analysis and Anova (Analysis of Variance). The results of this study indicate that there are differences in online shopping behaviour between generations X, Y and Z, especially from the variable ease of use of applications and online shopping service features. This fact is expected to be a study for online shopping site owners in order to design the right strategy to foster online shopping behaviour in the generational groups they serve. The output of this research is an article published in an accredited national journal or international journal with a level 3 Technology Readiness Level (TKT). This TKT is limited to proving the concept of differences in consumer perceptions of generations X, Y and Z towards online shopping behaviour.

This study explores the differences in perceived motivation levels between managers and Generation Y knowledge workers. Using data collected from 275 Generation Y employees and 95 managers, the research examines if these differences are statistically significant. The findings suggest that managers tend to have a more positive perception of employee motivation levels compared to the employees' self-perception. The study highlights the need for aligning managerial perceptions with the reality experienced by employees to improve overall motivation and performance within organizations.

The present research aims to provide evidence, from a statistical point of view, of the relationship between the education level of individuals and their associated living standard. The study is based on correlation analysis, which is able to highlight the association between the two elements of interest and, at the same time, to show the strength of their relationship. Additionally, the correlation analysis will be conducted both for Generation Y and Generation Z. Presenting the correlation results in comparison with the two types of Generation will facilitate finding similarities or differences between Generations. The analysis considers 14 European countries and uses two ways of referring to the living standard in accordance with the scientific literature. Among the key findings, there is one in particular to be mentioned: the level of education does matter more for Generation Z as compared to Generation Y in having a higher living standard. The limits of the analysis and future research directions are mentioned in the conclusions.

Purpose: The purpose of this article is to understand how representatives of different generations (Baby Boomers, Generation X, Generation Y, and Generation Z) view organizational leadership in the context of the challenges posed by Industry 4.0. The authors want to assess whether there are common leadership qualities valued by all generations, despite differences based on generational affiliation. Design/methodology/approach: The study was conducted using a survey questionnaire aimed at people involved in decision-making processes in Polish companies. The analysis was based on descriptive statistics, which made it possible to assess the responses and compare the results among selected generational groups. Findings: The results indicate different approaches to leadership depending on generational affiliation. All generations agreed that leadership is crucial, but differ in their priorities. Baby Boomers value leader adaptation, Generation X emphasizes values, Generation Y focuses on success, and Generation Z focuses on diverse leadership competencies. Research limitations/implications: The survey is limited to Polish organizations, which may affect the generalizability of the results to other countries. The sample is small, especially for Generation Z, which may limit a fuller understanding of their perspectives. Originality/value: The article provides unique findings on the differences and similarities in leadership perceptions among the four generations. It points to the need for a flexible management approach that takes into account specific generational needs in the era of Industry 4.0. [ABSTRACT FROM AUTHOR]

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y. [ABSTRACT FROM AUTHOR]

Lifestyle as spectrum of behaviors governed by unifying principle covers an area of life that is observable among a group of people in society. It is not necessarily recognizable to everyone, except for the social researcher who differentiates between it and the rest of spectrum of behaviors in a given society. The method of qualitative research is based on thematic analysis of data according to principles of phenomenological approach. The required data is result of a semi-structured interview with 21 young women living in Tehran who were part of Y generation. The method of selecting the participants is purposeful, available and determining their number upon reaching saturation stage has been determined. The findings show that Individualistic lifestyle as one of three styles (individualistic, Consumerist and religious), a style based on freely choosing type of clothing and hijab, having different and independent times without family, drinking or recreational use of alcoholic beverages and focusing on It is on individual progress and self-actualization. It can be concluded that this lifestyle which sometimes contradicts religious and legal patterns in country, the participants try to follow their taste and choice, despite restrictions and structures governing society. In their individualistic lifestyle, these women are searching fun with friends and traveling without family. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Education for Life / Yaşadıkça Eğitim Dergisi is the property of Istanbul Kultur Universitesi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This paper explores the drivers for employee motivation in the IT sector in Poland. Specifically, it focuses on differences in what motivates employees belonging to generations X, Y and Z. Design/methodology/approach: This study, rooted in existing international literature around the topic of employee motivation, draws on 16 semi-structured interviews performed in May and June 2023 with senior managers and human resources representatives working in IT sector in Poland. The data was analysed using MAXQDA software. Findings: The findings of the qualitative section of this study are conformant with previous research from other sectors that the major motivation factors are finance and growth possibilities, when it comes to IT sector in Poland. However, it stresses that for the finance induced motivation boost to last it needs to be combined with growth. Also, generational differences between motivation factors were identified. The findings indicate to managers that motivation factors such as finance should not be treated in separation, but they should be accompanied by an adequate increase in responsibility and that for various generations different forms of employment could facilitate the motivating process. Research limitations/implications: The conclusions were formulated taking into account the sample’s limitations. The qualitative study was limited to the group of 16 respondents who despite having experience from multiple companies, at the time of the interviews worked for the same company: Atos Group. Therefore, this research can encourage further reflection on employee motivation in the IT sector. Originality/value: The systematic literature review indicated that the subject of employee motivation factors had not been undertaken in the context of Polish IT sector specificity. [ABSTRACT FROM AUTHOR]

Objective: Being bullied is a profoundly distressing experience for children and adolescents, with the potential for adverse mental and behavioral outcomes throughout their adult years. This study aims to explore the association between juvenile bullying, self-esteem, loneliness, and social media addiction among men across three generational cohorts: X, Y, and Z. Method: The study utilized an online survey, administering structured questionnaires to 797 men aged 18-58 divided into three generational cohorts: 142 individuals from Gen X (born between 1965 and 1980), 275 from Gen Y (born between 1981 and 1996), and 380 from Gen Z (born between 1997 and 2005). Results: The findings demonstrate that across all three generations, there was a positive correlation between experiencing bullying in one's youth and social media addiction in adulthood. Among Gen X, self-esteem did not act as a mediator in this relationship, nor did loneliness moderate the links between bullying and social media addiction, or between self-esteem and social media addiction. However, for Gen Y and Z, self-esteem was found to mediate the relationship between bullying and social media addiction. Loneliness moderated the association between self-esteem and social media addiction in Gen Y and the association between bullying and social media addiction in Gen Z. Conclusion: The differences observed among generational cohorts can be attributed to changes in masculinity norms, the evolution of bullying types, and the rapid development of social media platforms, catering to the distinct needs and gratifications of each generation. [ABSTRACT FROM AUTHOR]

Generation Y, born between 1981 and 1995, has a high-tech character because they grew up in the technological era. Gen Y's flexibility and impulsiveness arise from the many alternative options they have. These characteristics are reflected, among other things, in their leisure preferences, which prioritize practical experience and active contribution. The Bondowoso Railway Museum, which offers an immersive experience, needs to be assessed for its degree of suitability with the preferences of Gen Y visitors. This study aims to measure the extent to which the Bondowoso Railway Museum meets these expectations by comparing the preferences of Gen Y visitors according to the literature with the current facilities and activities provided by the museum. This research proves that Gen Y's preference for museum visits is not only driven by recreational factors, but also the ease of access to information and the relevance of knowledge conveyed in the era of technological advancement which is part of the preferences of Gen visitors. [ABSTRACT FROM AUTHOR]

Many argue that work motivation varies with year of birth, suggesting the utility of generational labels such as Z, Y, X, or Baby Boomer. This article tests this generational hypothesis by using multilevel regressions with data from 584,217 individuals sampled by the Integrated Values Survey in 113 countries over more than 30 years. The results show that the importance of work first increases and then decreases with an individual's age and that the importance of work tends to decrease for everyone with the passing of historical time. These age and period effects make later-born generations seem work averse, while birth year and thus generational membership hardly explain work motivation after accounting for age and period effects. The article also tests whether ten other work-related attitudes can be explained through generational membership. The results suggest that the historical time period and an individual's life course explain work motivation and work attitudes better than generational membership. This life course and historical explanation is suggested as an alternative to the generational hypothesis of work motivation and attitudes that prevails in much of the literature. [ABSTRACT FROM AUTHOR]

One of the leading areas of Polish research addressed in the physical culture sciences, is the declining interest in physical activity. The likely reason for this situation may be the inadequate communication of physical culture to today's generations: BB (baby boomers), X (great unknowns), Y (millennials), Z (snowflakes), Alpha (digital). Therefore, the aim of this article is to address the problem of declining interest in physical activity in Poland by identifying the appropriate approach of teachers, trainers and instructors to today's generations. The specifics of BB, X, Y, Z and Alpha generations are described and their expectations regarding physical activity are indicated. It was concluded that activating these social groups should be done by prompting topics that are important to them. Thus, BB value organizational stability, X need to see the purposefulness and attractiveness of the activities, Y equate physical activity with personal development, Z only take up useful forms of activities, and finally Alpha like smart technology-assisted activities. [ABSTRACT FROM AUTHOR]

AbstractExploration of demographic variations is required to develop dynamic web platforms that cater to the varying preferences of diverse users. Hence, this study evaluated instructors’ demographic variations on a web-based platform for connecting with practitioners for student development. Both objective and subjective measures were adopted to investigate age- and gender-related differences in gaze behavior, task completion time, perceived cognitive load, perceived usability, and trust. Compared to male instructors, female instructors had higher fixation counts, longer task completion times, and statistically significant longer fixation duration. Female instructors gave higher usability and trust ratings but reported a higher cognitive workload. Compared to Generation Y instructors, Generation X instructors had longer fixation duration, higher fixation count, and statistically longer task completion time. Generation X instructors reported high cognitive load, lower usability, and trust ratings. The study also reveals demographic differences in parameters that instructors focused on while connecting with practitioners via a web platform. [ABSTRACT FROM AUTHOR]

Purpose: The current research studies the emotional intelligence of Generation Y and Generation Z workers in the IT industry & also analyses the relationship between emotional intelligence and work performance. Theoretical framework: Organizations have seen a pattern of ongoing changes in the workplace for the past decade. Current management in organizations observes different workstyles that have promoted the thought of not only the common skills but to explore them further with regards to disparate domains. Therefore, the notion of emotional intelligence has become an essential element for achieving success in today's idea of professionalism. Presently, three generations that present at work are Generation X, Y & Z. All the three generations have their own unique characteristics and behaviours. Design/methodology/approach: Both qualitative and quantitative data are presented in the study. A survey of the literature was interpreted and examined in relation to both generations. Primary Data for the study was collected with the help of a standardized questionnaire. To examine the data gathered from the questionnaire, the z test was used at a 5% significance level. Findings: Major findings reveal that Generation Z people are better than generation Y people in controlling their own emotions and those of their co-workers. However, it has been discovered that millennials are better able to control their emotions under stress. The analysis of the data also revealed a moderately favourable association between emotional intelligence (EI) and job performance, which suggests that those with higher EI tend to be more productive at work. Research, Practical and Social Implications: The study will help the organizations to formulate appropriate policies for Gen Y and Gen Z employees and will help these generations to better manage their emotions. Originality/Value: No previous work is conducted on comparing the emotional intelligence of Gen Y and Gen Z. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Social Policy Studies / Sosyal Politika Çalismalari Dergisi is the property of Journal of Social Policy Studies / Sosyal Politika Calismalari Dergisi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This research examines the effect of self-efficacy on the transfer of training, with career commitment as a moderating variable, focusing on Millennials. Method: The study employs a quantitative research method conducted in Indonesia’s three largest metropolitan areas: Jakarta, Surabaya, and Bandung. Data were collected directly from primary sources using questionnaires distributed to 100 selected respondents. Responses were measured on a five-point Likert scale. The sampling technique applied was non-probability sampling with a purposive method. The collected data were analyzed using statistical Partial Least Squares (PLS). Result: The findings reveal that self-efficacy significantly affects both career commitment and the transfer of training in both Gen Y.1 and Gen Y.2. Interestingly, the effect of career commitment on the transfer of training varies between the two groups. Among Gen Y.2, career commitment significantly impacts the transfer of training. However, in Gen Y.1, career commitment, while showing a positive trend, does not have a statistically significant effect on the transfer of training. Novelty: While previous research has explored factors influencing training transfer, this study introduces a novel perspective by focusing specifically on Millennials, who represent Indonesia's dominant workforce. It highlights the unique generational characteristics of Generation Y and their impact on training effectiveness. This focus is particularly relevant as Millennials are poised to drive Indonesia’s economic growth by 2030.

Abstract Background Job satisfaction has garnered significant interest across multiple disciplines as it plays a vital role in shaping human resource strategies. In the field of nursing, enhancing job satisfaction can help prevent workforce shortages. Work values and job-related characteristics are significant predictors of job satisfaction. However, the influence of factors may change as younger generations join the nursing workforce. Although research on generational commonalities and differences in work values is increasing, there is insufficient information on generational differences in the interplay between work values and job satisfaction. This study investigated the factors associated with job satisfaction of new nurses in each generational group based on a work value perspective. Methods A total of 280 new nurses (151 from Generation Y and 129 from Generation Z) were selected from the Graduates Occupational Mobility Survey. Multiple linear regression analyses were performed to determine the factors associated with job satisfaction in both groups. Results Most participants graduated with a diploma (61.1%), were paid less than the average salary of each group (60.4%), and conducted shift (72.9%) and overtime work (64.3%). Work values and job satisfaction levels were not significantly different between the two groups. Multiple linear regression analyses showed that career growth and task work values were associated with job satisfaction for Generation Z, while task, reputation, and environment work values were associated with job satisfaction for Generation Y. Among the job-related characteristics, nurses’ job tenure was associated with job satisfaction in both groups; salary and overtime had varying relationships with job satisfaction between the two generations. Conclusions Understanding generational differences is crucial for improving the effective management of new generational nurses. Our study findings support that different work value dimensions and job-related characteristics were associated with job satisfaction in each generation. Accordingly, it is essential to develop distinct initiatives, such as a well-structured program, to support the continued career growth of the new Generation Z nurses, thereby enhancing their job satisfaction. Furthermore, providing a conducive working environment that helps new-generation nurses overcome challenges and ensures personal lives should be considered.

Impulse Buying and the drivers of similar consumer behaviours have captured the interest of researchers for quite some time now. The construct was first explored in the context of offline or brick and mortar stores. However, with the growing popularity of online retail stores has led to the concept being included in studies on customer behaviour, specifically in the online context. In the current study, the researchers attempt to contribute to literature on customer behaviour in the online environment by exploring the relationship between E-Shopping Orientation, Trust and Impulsive Buying Behaviour. The focus of the currents study is the members of Generation Y. The scope was limited to this specific section, given that each generation differs from the other in terms of their behaviour, needs and drivers. While the direct impact of E-shopping Orientation on Impulsive Buying Behaviour was found to be not statistically significant, the indirect effect was found to be significant. This suggests that Trust fully mediates the relationship between E-Shopping Orientation and Impulsive Buying Behaviour. In addition to contributing to literature in the area of customer behaviour, the findings also add to our understanding of a major section of the Indian customer base. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers' perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic has significantly altered consumer behavior and reshaped the tourism industry, particularly impacting travel destination choices. Pre-pandemic, travelers prioritized experiences and adventure, often overlooking health and safety concerns. However, during and after the pandemic, health, hygiene, and the COVID-19 situation emerged as crucial factors in choosing a rural destination, alongside economic considerations. The current study analyzed the tourists' preferences in the North-West development region of Romania when choosing a rural destination. An online survey was conducted, and 563 questionnaires were validated in the end. The principal component analysis used to analyze the collected data led to a two-factor solution: "sanitary and administrative" and "economic and social". Comparative analysis based on age showed significant differences in education, income, and family composition between Generation Y and Generation Z. Preferences for domestic destinations and participation in festivals were higher among Generation Z, while interest in international travel was comparable between the generations. These findings provide insights into the evolving travel behaviors and preferences of different age groups in the wake of the pandemic. [ABSTRACT FROM AUTHOR]

This study aims to reveal the effect of Y generation restaurant cleanliness perception on customer satisfaction level. In the survey model study, data were collected through a survey. Within the scope of the convenience sampling method, 181 people born in 1980-2000 in Kartepe district of Kocaeli province were reached. The surveys were conducted face to face between March 25 and April 25, 2023. The first part of the survey; The second part is about the demographic characteristics of the participants; The third part of the Restaurant Cleanliness Scale questions; It consists of questions belonging to the General Opinions on Restaurant Cleanliness Scale. In the analysis of data; Frequency analysis, factor analysis, independent sample T-test, One-Way Analysis of Variance (ANOVA) and Tukey test were performed. Correlation analysis was applied to determine the relationship between restaurant cleanliness perception and restaurant satisfaction, and regression analysis was applied to determine the effect of restaurant cleanliness perception on restaurant satisfaction. As a result, the restaurant cleanliness perception scale was collected in five dimensions and it was determined that Generation Y had a high level of restaurant cleanliness perception (x̄=4.34±0.40). The restaurant satisfaction scale was collected in two dimensions and it was revealed that Generation Y had a high level of restaurant satisfaction (x̄=4.62±0.45). In the correlation analysis, a positive, moderate and significant relationship was detected between generation Y customers' perception of restaurant cleanliness and restaurant satisfaction. It has been revealed that the perception of cleanliness has an impact on the customer satisfaction level and 29% of the restaurant satisfaction level in the Y generation is explained by the elements that make up the perception of restaurant cleanliness. [ABSTRACT FROM AUTHOR]

The Metaverse, a transformation of the internet by XR-technologies progressively blending the digital and physicalworld, is already changing our social structures. The success of VR-headsets like Quest hasmade both virtual worlds and the "metaverse" ubiquitous. This technological evolution yields the potential to fundamentally change the way we communicate, live, and work together. At the same time, the perceptions of how theseworlds affect our lives differ considerably. To that end, this study investigates the perceptions of 115 younger people fromthe generations Y and Z, the potential "power users" of virtual worlds. In addition, it investigates differences in perception between non-academics and academics. We looked at perceived knowledge, preferred usage scenarios, interaction with avatars and embodiment, perceived problems and challenges, personal worries, solutions for safeguarding, and institutions to drive safeguarding. While generation Y and Z are often aligned, it is a major finding that in the cases they differ, the younger generation Z is more skeptical. Likewise, non-academics are more skeptical than academics. Finally, we found differences in perception related to gender and provide possible explanations and recommended actions. [ABSTRACT FROM AUTHOR]

Background: Job satisfaction has garnered significant interest across multiple disciplines as it plays a vital role in shaping human resource strategies. In the field of nursing, enhancing job satisfaction can help prevent workforce shortages. Work values and job-related characteristics are significant predictors of job satisfaction. However, the influence of factors may change as younger generations join the nursing workforce. Although research on generational commonalities and differences in work values is increasing, there is insufficient information on generational differences in the interplay between work values and job satisfaction. This study investigated the factors associated with job satisfaction of new nurses in each generational group based on a work value perspective. Methods: A total of 280 new nurses (151 from Generation Y and 129 from Generation Z) were selected from the Graduates Occupational Mobility Survey. Multiple linear regression analyses were performed to determine the factors associated with job satisfaction in both groups. Results: Most participants graduated with a diploma (61.1%), were paid less than the average salary of each group (60.4%), and conducted shift (72.9%) and overtime work (64.3%). Work values and job satisfaction levels were not significantly different between the two groups. Multiple linear regression analyses showed that career growth and task work values were associated with job satisfaction for Generation Z, while task, reputation, and environment work values were associated with job satisfaction for Generation Y. Among the job-related characteristics, nurses' job tenure was associated with job satisfaction in both groups; salary and overtime had varying relationships with job satisfaction between the two generations. Conclusions: Understanding generational differences is crucial for improving the effective management of new generational nurses. Our study findings support that different work value dimensions and job-related characteristics were associated with job satisfaction in each generation. Accordingly, it is essential to develop distinct initiatives, such as a well-structured program, to support the continued career growth of the new Generation Z nurses, thereby enhancing their job satisfaction. Furthermore, providing a conducive working environment that helps new-generation nurses overcome challenges and ensures personal lives should be considered. [ABSTRACT FROM AUTHOR]

This study aims to identify generational cohort differences in terms of telework's advantages and challenges between Generation Y and Generation Z. To achieve this, a convenience sampling method with 248 teleworkers at the age of 18 who have prior experience, or are currently engaged in teleworking was used. The results showed that Generation Z perceived fewer technology, workload, supervision, and social network barriers compared to Generation Y. On the other hand, in comparison to older generations, younger generations believe that teleworking has more advantages. The findings advise policymakers and managers on teleworker attributes and age needs. Future research should focus on the effects of virtual work and how it affects the company context, with a focus on managers' perspectives. [ABSTRACT FROM AUTHOR]

The study investigates adaptation to the Fourth Industrial Revolution (4IR) among the rural youth in Qunu, Eastern Cape, South Africa. The broad focus on 4IR in job creation is its impact on youth skills development, and an important question is how rural youth benefit from 4IR opportunities. With few studies conducted on the topic of youth skills development in the context of 4IR, an investigation of the problems faced by the rural youth in Qunu in accessing emerging technologies was deemed to be of value. Mixed-method research was employed with a sample of 44 young people living in Qunu. Data was analysed using themes. The findings of this study indicate that the respondents had inadequate knowledge about 4IR and the opportunities it offers. Also, little is being done to improve the skills of the youth, though they show interest in improving their IT skills. [ABSTRACT FROM AUTHOR]

Objective: The purpose of this article is to identify the experiences of Generation Y employees of remote work and to identify the key factors that, in their opinion, develop or limit its effectiveness and efficiency. Research Design & Methods: The authors carried out a questionnaire (CAWI) which was filled in by 304 respondents from Generation Y who worked remotely during COVID-19. Descriptive statistics measurements were used in the analysis. The original questionnaire was based on two measurement scales: ordinal on the Likert scale and nominal (binary and categorical). Then, the two-way data analysis method was used. Due to the nominal nature of the variables, frequency and percentage statistics were used in the statistical evaluation. For variables on the Likert scale, measures of descriptive statistics were used. In addition, hierarchical clustering analysis was used as part of the conducted research. Quantitative research was supplemented by unstructured interviews, conducted with eight HR Business Partners. Findings: The obtained results made it possible to conclude that workers from Gen Y have adapted quite well to remote work and were very involved in the workplace when working remotely. Unfortunately, they were also overworked and tired. Gen Y strive to effectively perform their duties, regardless of whether they work on location or from home. Implications / Recommendations: The experience of remote work gained by organisations and employees during the pandemic was an opportunity to implement innovative solutions, suitable for pandemic and post-pandemic conditions of the functioning of enterprises in the remote work era. Contribution: The article recognises and analyses the experiences of employees from the Y Generation who are professionally active, working remotely during COVID-19. The value of the study is the presentation of two perspectives on the experience of switching to a different mode of work organisation - remote mode. Conclusions drawn from the empirical research have an application value primarily for leaders, managers, and supporting departments, such as HRM. Article type: original article. [ABSTRACT FROM AUTHOR]

This study examines generational differences in influencer marketing preferences, particularly focusing on how Generations Y (Millennials) and Z evaluate information sources and types offered by influencers. Additionally, it assesses the target groups' ratings and perceptions of Georgian influencers. Influencer marketing has become a prominent tool in the digital marketing landscape, leveraging the reach of social media personalities to connect brands with consumers. This approach offers brands a unique opportunity to target specific audiences and promote products through trusted influencers. However, the effectiveness of influencer marketing strategies can vary significantly across generational groups, particularly between Millennials (Generation Y) and Generation Z. This study investigates these generational differences in influencer marketing preferences. The purpose of the research was to investigate the preferences of Millennials (Generations Y) and Generation Z regarding influencer-generated content. Based on the research objective, the following research questions guided the study: * Do generational differences exist in how Millennials (Generation Y) and Generation Z perceive and engage with influencer marketing? * To what extent does influencer marketing influence the consumer behavior and brand perceptions of Generations Y and Z? * Who are the most highly rated and viewed influencers among the target audiences (Generations Y and Z)? This study hypothesized that Millennials (Generation Y) and Generation Z exhibit distinct preferences in relation to influencer marketing, and these differences are statistically significant. To achieve the research objectives, a two-stage research methodology was employed. The first stage involved a comprehensive desk research analysis of existing academic literature, thematic papers, and industry reports on influencer marketing approaches and strategies. This initial phase provided a strong foundation for understanding current trends and best practices in the field. The second stage utilized a quantitative research design, specifically a survey, to gather data from the target populations. Sample size - 385 respondents, Confidence level - 95%, Error - 5%. Type of sampling - probability sampling, stratified sampling method. The study revealed that Generation Z exhibits significantly greater interest and engagement with influencers compared to Millennials (Generation Y). Furthermore, a substantial proportion of Gen Z respondents reported relying on and trusting influencer recommendations for products/services. The study revealed that there are statistically significant differences between the preferences and engagement levels of influencer marketing between Generation Z and Millennials (Generation Y) (z=5.813, raw difference 32%). Generation Z shows more interest, acceptance and engagement with influencers, especially on Instagram, in contrast to Generation Y, who mostly uses Facebook for the same purpose (Facebook: z = 4.141, raw difference 28%, Instagram: z=3.473, raw difference 24%). Furthermore, the findings highlight different levels of trust in influencers across the two generational cohorts. Differences in this case are also statistically significant. Generation Z shows a higher level of trust, while generation Y is less dependent on the recommendations of influencers about product (z=3.578, raw difference 15%), This finding underscores the critical role of authenticity and transparency for influencers, particularly when targeting Gen Z audiences. Social media emerged as the primary source of current events for both Generation Z (82%) and Generation Y (78%). Furthermore, a significant portion of respondents from both generations utilize social media platforms for communication with friends and news consumption, with Facebook being nearly equally popular for news across both groups. Interestingly, the study also revealed that content focused on cognitive topics, beauty/self-care, and travel garnered the most interest among a specific sub-section of the surveyed population. Research has shown that in terms of content offered to subscribers, cognitive content, beauty/self care, and travel topics are most in demand among a select group. In conclusion, this study revealed significant generational differences in influencer marketing preferences between Millennials (Generation Y) and Generation Z. Notably, Gen Z demonstrates a higher level of engagement with influencers, particularly on Instagram, and places greater trust in their recommendations compared to Gen Y. Social media remains the dominant source of information and communication for both generations. These findings highlight the importance of developing targeted influencer marketing strategies that cater to the unique preferences and content consumption habits of Millennials (Generation Y) and Generation Z. By leveraging the power of social media platforms and prioritizing authenticity and transparency in influencer partnerships, companies can effectively reach these valuable consumer segments. [ABSTRACT FROM AUTHOR]

Purpose of the study: In the increasingly competitive fashion industry, it is essential for fashion brands and marketers to establish and enhance their customers' loyalty toward their brand as an effective means of survival and success. To achieve this, it is essential to understand the factors that impact their target market's brand loyalty. Although several studies have investigated brand loyalty in relation to various factors, limited research has focused on the interrelationships between the brand equity dimensions, while no such research exists within the South African fashion industry context, particularly from a Generation Y student perspective. Fashion remains significant to Generation Y individuals in particular, and therefore, this study determined the relationship between Generation Y students' fashion brand loyalty, awareness, association and perceived quality. Design/methodology/approach: Following a quantitative research approach, the necessary data was collected from a convenience sample of 750 students registered at a South African higher education institution, using a self-administered questionnaire. The data analysis performed in this study included exploratory factor analysis, reliability analysis, correlation analysis and structural equation modelling (SEM). Findings: The findings imply that Generation Y students' loyalty towards fashion brands is directly and indirectly influenced by their awareness of and their associations with the fashion brand. In addition, it was found that the perceived quality of the brand has a direct influence on their loyalty towards the fashion brand. Recommendations/value: To increase fashion brand loyalty among Generation Y consumers, their fashion brand awareness should first be increased, which could lead to stronger brand associations, improved quality perceptions, and ultimately, a stronger commitment towards the brand. Managerial implications: Fashion brand managers and marketers should consider the interrelationships between fashion brand loyalty, awareness, association and perceived quality when aiming to enhance fashion brand loyalty among consumers. [ABSTRACT FROM AUTHOR]

Objective: The purpose of the article is to answer the following questions: What are the problems faced by university managers responsible for managing multigenerational work teams? Is it possible, and if so, what are good practices in integrating the potential of multigenerational teams of employees? What is the overall assessment of multigenerational teams – do university executives see them as an opportunity or a burden? Research Design & Methods: Qualitative research in the form of a case study was carried out. This method included seven individual interviews with executives at the Faculty of Organization and Management at Lodz University of Technology. Findings: Executives at the selected university identify various types of problems in managing multigenerational teams, while recognising opportunities to integrate the potential inherent in age-diverse teams. Respondents are mostly positive about intergenerational teams, but they also note some difficulties for managers related to having a multigenerational team. Implications / Recommendations: The role of people responsible for leading multigenerational teams is becoming increasingly demanding. Striving to achieve equal involvement of representatives of all generations in the work is one of the most difficult challenges faced by university managers today. The effort, however, is worth making, as any diversity can positively influence the team and foster improvements in knowledge management. Contribution: The article adds to the characterisation of each generation of employees with aspects from a knowledge management perspective.

Objective: The purpose of this article is to identify the experiences of Generation Y employees of remote work and to identify the key factors that, in their opinion, develop or limit its effectiveness and efficiency. Research Design & Methods: The authors carried out a questionnaire (CAWI) which was filled in by 304 respondents from Generation Y who worked remotely during COVID-19. Descriptive statistics measurements were used in the analysis. The original questionnaire was based on two measurement scales: ordinal on the Likert scale and nominal (binary and categorical). Then, the two-way data analysis method was used. Due to the nominal nature of the variables, frequency and percentage statistics were used in the statistical evaluation. For variables on the Likert scale, measures of descriptive statistics were used. In addition, hierarchical clustering analysis was used as part of the conducted research. Quantitative research was supplemented by unstructured interviews, conducted with eight HR Business Partners. Findings: The obtained results made it possible to conclude that workers from Gen Y have adapted quite well to remote work and were very involved in the workplace when working remotely. Unfortunately, they were also overworked and tired. Gen Y strive to effectively perform their duties, regardless of whether they work on location or from home. Implications / Recommendations: The experience of remote work gained by organisations and employees during the pandemic was an opportunity to implement innovative solutions, suitable for pandemic and post-pandemic conditions of the functioning of enterprises in the remote work era. Contribution: The article recognises and analyses the experiences of employees from the Y Generation who are professionally active, working remotely during COVID-19. The value of the study is the presentation of two perspectives on the experience of switching to a different mode of work organisation – remote mode. Conclusions drawn from the empirical research have an application value primarily for leaders, managers, and supporting departments, such as HRM.