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The textile and fashion industry is one of the most extensive and unsustainable industries in the world. Fast fashion companies, and the consumers purchasing, using and disposing the items, have an especially negative impact on the environment. Previous research does not provide deep knowledge of how environmentally sustainable clothing disposal is performed in word and deed as a part of consumers everyday life. However, this is needed to improve environmental sustainability. This research study aims to contribute to and deepen the existing body of research regarding this, investigating female members of Generation Z in a fast fashion context. Thus, the purpose of the study is to contribute with a current understanding of the practice of sustainable clothing disposal by developing knowledge about how consumers perform disposal activities post-consumption, as well as revealing the meanings driving the behaviour. In order to fulfill the purpose, a qualitative research strategy was used. Empirical material was collected through ten semi-structured interviews with female Generation Z participants. The study uses a practice theory approach, viewing a practice as a complex interaction between what consumers say and do in a specific context. A practice consists of several different activities and is dependent on three elements: competence, material and meaning. Furthermore, the theoretical framework consists of previous research on sustainable clothing disposal behaviour. The findings reveal that the practice of sustainable clothing disposal includes a number of activities performed by the participants in the context in question. Several central tendencies are distinguished; showing how female Generation Z consumers perform the activities under different circumstances, through routinised actions and communication in their everyday lives. In addition, the findings identify five different forms of meaning driving the behaviour. Accordingly, both theoretical and practical contributions are generated. The findings build on the existing body of research, adding deep and current understanding of sustainable clothing disposal behaviour. Furthermore, actors in the textile and fashion industry can interpret the findings of the behaviour and meaning-making, and hence improve their adaptation to the consumer. Ultimately, this can cause a positive impact on environmental sustainability.

The standardised approach of producing fashion products in conjunction with the fast fashion trend has triggered a throwaway culture where premature disposal of well- functioning fashion products is a major problem. However, a shift has been revealed with the emerging demand for personalised fashion, as opposed to standardised garments. Generation Z is known for its urge to showcase personal identity, which makes this consumer group a driver in the growing trend of customisation. The relevance of customisation in fashion is further fuelled by its capability to enhance consumers’ emotional attachment towards the customised product, which often results in the product being kept longer. The perceived consumer value of customisation is acquired from the final product as well as the co-design process. The purpose of this study is to investigate Generation Z’s perceived value of customised fashion products and the co-design process. The underlying objective is to explore if the concept of customisation has the potential of becoming more established in the future fashion industry. The study follows an abductive reasoning and adopts a mixed method research with the explanatory sequential design. This mixed method design is a two-phase approach starting with the collection and analysis of quantitative data, followed by the compiling and analysis of qualitative data. For the first phase, a self-administered online questionnaire was conducted. The second phase entailed semi-structured interviews, which were designed to make up for obscure results in the survey. The Consumer Perceived Value Tool (CPVT) served as a theoretical lens for analysis and guided the construction of the data collection tools. By means of the CPVT the study found that Generation Z particularly perceive value in the utilitarian and creative-achievement benefits of customised fashion. Moreover, the perceived self-expressiveness and hedonic value were deemed significant to the generation. Generation Z showed little evidence of perceiving value in the uniqueness benefit of customised fashion. Lastly, an additional perceived value of customisation was proposed and is related to environmental sustainability, which is acquired from the benefit of acting more responsibly.

This is a phenomenological study exploring leadership identity development of Chinese generation Z student leaders by referring to Leadership Identity Development (LID) theory. There are two research questions. First, in what ways, if any, is the development of Chinese Generation Z student leader’s leadership identity similar to the Leadership Identity Development (LID) by Komives et al. (2005)? Second, in what ways, if any, is the development of Chinese Generation Z student leader’s leadership identity different from Leadership Identity Development (LID) by Komives et al. The research adopts purposeful sampling and 10 participants were interviewed. Based on the analysis of the interview data, five major themes emerged; five similarities and six differences were found. Five major themes include beliefs and values, influential people, experiences, leadership identity development, changing views. Five similarities are as follows: 1. There are three similar influential factors existing in college student leaders’ development of leadership identity, including people (adults, peers) and experiences (involvement of leadership experiences). 2. There are similar ways for students to build self-confidence, through others, oneself, and involvement in activities. 3. The process that students develop their views and perceptions of organizations is basically the same. 4. There is similar change of understanding of leadership, from positional to non-positional. 5. Chinese college student leaders agree with the six LID stages developed by Komives and her colleagues in American context. Six differences include 1. In developmental influences, school counselors have tremendous influence over Chinese students’ leadership development. 2. Chinese student leaders admit that peer influence has both positive side and negative side. 3. This study didn’t find any race or gender identities problem from Chinese student leaders during their leadership experiences. 4. Academic success is a critical factor for Chinese students to build self-confidence and to obtain leadership roles. 5. Chinese student leaders’ interaction with group members is different from that of American students. 6. Chinese students believe that leadership develops fast under great pressure and difficulties.

Purpose — ​As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — ​The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in order to ensure that the analysis of the final results is as accurate as possible for the general population. 10 interviews were conducted, and over 40 responses were gathered from the survey. Through the use of mockups to act as visual cues, the methods will test for preference based on three aspects; visual, trustworthiness and purchase behaviour. Conclusion — ​Through a thematic analysis, the final results uncovered that participants based their decision according to at least one of three themes; Familiarity, Presentation of Information, and/or Advertising Intrusion. A consistent majority was not achieved across all tested aspects of preference, however, Video Ads were typically favoured. Limitations — ​The nature of this study is very specific, therefore a lot of considerations within the field have been omitted. Generations outside of Y and Z will not be considered and the study focuses on these groups within Jönköping. Additionally, aspects of social media such as hashtags, tagging functions, and influencers have been studied immensely and will not be relevant to this study. Limitations have been made in order to conduct the study reasonably and competently.

Title: A qualitative study within retail of self-identity and cultural ideals impact on Swedish females within Generation Z’s purchase behaviour Authors: Cecilia Menninge & Julia Bengtsson Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180hp), Customer Experience Management (180 hp) Course: 2FE67E Supervisor: MaxMikael Wilde Björling  Examiner: Miralem Helmefalk Purpose: The purpose of this study is to, through interpretation and analysis of females within Gen Z, create knowledge and understanding of how self-identity and cultural ideals affect purchase behaviour Method: An interview study that addresses the topic of identity and cultural ideals impact on purchase behaviour. The study was conducted with a deductive approach and a qualitative method Conclusions: There is a versatile relationship between identity and Swedish females purchase behaviour in fashion. Self-image affects their purchase behaviour as Swedish females are highly conscious of their appearance. Swedish females in Generation Z follows the peripheral route in the Elaboration likelihood model.

Research Question: What is the strategic orientation that community banks in Sweden adopt? What are the Gen Z preferences concerning these strategic orientations? Purpose: By using two different methodological approaches, the objective of this study is to answer two questions concerning the organization’s strategic orientation. Essentially, the authors have conducted a qualitative study to explore the strategic orientation which community banks in Sweden adopt. Additionally, a quantitative survey has been carried out to surface the generation Z's preferences on the question of strategic orientation. Method: The research methodology steering this thesis will be conducted using the research onion model. This implies that the methodology will be divided into layers including, the research approaches, the research strategy, the research choice, the time horizon of the study, as well as the techniques and procedures concerning the data collection and data analysis. Eventually, the authors discuss the quality criteria by referring to the interview’s credibility, confirmability, transferability, dependability, and the survey’s reliability and validity and applicability. Conclusion: The findings derived from an interview with the three managers have shown that community banks in Sweden adopt brand orientation, whereas the empirical findings have revealed that generation Z has hybrid orientation, meaning that generation preferences are located in the middle ground between the brand orientation and market orientation.

Syftet med den här kvalitativa studien är att öka förståelsen för unga värmländska tjejers syn på industriarbete och jämföra den med befintligt industrianställda kvinnors upplevelser av sin arbetssituation. Genom jämförelsen vill vi påvisa vilka faktorer som kan öka industrins möjligheter att locka till sig den unga kvinnliga arbetskraften och vilka förutsättningar som krävs för att de ska trivas i arbetet. Vår teoretiska referensram som ligger till grund för studien behandlar områdena Genus, Generation Z, Employer Branding och Organisationskultur. Det empiriska materialet har insamlats genom nio intervjuer fördelade på fem unga tjejer och fyra industrianställda kvinnor. Efter analys av det insamlade materialet påvisar resultatet en svårighet i att jämföra de olika gruppernas syner på industriarbete med anledning av de ungas ringa erfarenheter av arbete överlag. Tydligt är däremot att samhörigheten med kollegor har stor betydelse för samtliga och därför är strävan efter en kvinnovänlig organisationskultur något som bör fokuseras eftersom kvinnor upplever sig begränsade av den industritypiska machokulturen. Intresset för industriarbete visar sig också växa i takt med att tjejernas kännedom om industrin ökar, varpå industrin har en chans att nå dem med en tydlig Employer Branding-strategi.

Miljöfrågor har under senare tid blivit ett allt mer uppmärksammat och prioriterat ämne. Den ökade uppmärksamheten har medfört att fler och fler börjat engagera sig mer i dessa frågor. Detta har resulterat i ett skifte på marknaden där miljövänlig konsumtion haft en markant effekt på många aktörers marknadsföringsstrategier. Syftet med denna studie var därför att undersöka generation Y och generation Z’s motivation till att handla miljövänliga livsmedel. Dessa två generationer ansågs relevanta till studien då de är två unga, stora och därmed betydelsefulla segment som erhåller mycket köpkraft. Produktkategorin livsmedel valdes ut att studeras då de står för en betydande del av hushållens utsläpp. Studien använde sig av en kvantitativ metod och ett deduktivt angreppssätt. Det skapades hypoteser som grundades i den teoretiska referensramen. Studiens data samlades in genom en enkät som skickades ut till respondenter som tillhörde generation Y och Z. Den insamlade datan analyserades därefter i SPSS där hypoteserna testades för att kunna accepteras eller förkastas.   Studiens resultat visade att generationerna motiverades av samma faktorer då det inte uppdagades några signifikanta skillnader mellan dem. De faktorer som utifrån respondenternas svar påvisade högst medelvärde angående vad de själva ansåg att de motiverades mest av, var miljö, hälsa samt delvis etik. Studiens resultat visade också på att generationerna svarade olika gällande vad de själva uppgav att de motiverades av och vad de trodde att andra motiverades av gällande vissa faktorer.

Titel: Det traditionella arbetssättet möter den nya generationens attityder: en krock på arbetsmarknaden - En kvalitativ studie om vad som skapar motivation för Generation Z i en monoton arbetsmiljö  Författare: Simon Jarl och Olle Salomonsson Handledare: Jean-Charles Languilaire Bakgrund: Effektivitet styr företags sätt att arbeta eftersom konkurrensen pressar företag på marginaler och därmed blir effektivt utförandet av arbetsuppgifter en viktig faktor. På grund av strävan från företag att vara så effektiva som möjligt är det argumenterbart att många jobb idag kan anses som monotona. Monotona arbeten har olika negativa implikationer på olika individer både fysiskt och mentalt. Statistik visar att monotona arbetet är den vanligaste orsaken till arbetssjukdom för personer i ung ålder. Största delen av dagens unga tillhör Generation Z och generationen har enligt generationsforskning annorlunda preferenser och egenskaper än tidigare generationer. Det är därför viktigt att försöka förstå generationen och människorna som tillhör den. Författarna anser det därför intressant att undersöka hur den nya generationen motiveras till att utföra arbete i en monoton arbetsmiljö. Tidigare forskning inom motivation har lett studien till två olika källor för skapandet av motivation, en extern och en intern källa. Det är dock inte fastställt hur de olika källorna påverkar på olika sätt och på olika individer. Utifrån bakgrunden vill författarna i den här studien undersöka vad som skapar motivation för Generation Z till att utföra monotont arbete. Syfte: Syftet med studien är att förstå de externa och interna källorna för motivation kopplat till Generation Z med en monoton arbetsmiljö som kontext.  Problemformulering: Vad skapar motivation för Generation Z till att utföra monotont arbete? Metod: Den här studien har en kvalitativ forskningsmetod där sju intervjuer med individer från Generation Z som arbetar i en monoton arbetsmiljö. Intervjuerna som genomfördes var semistrukturerade med en låg struktureringsgrad. Studiens har haft en abduktiv forskningsansats, där en deduktiva ansats används tillsammans med induktiva inslag. Slutsatser: Studiens slutsatser visar vilka processer som motiverar Generation Z att utföra monotont arbete. Dessutom presenteras tre olika länkar från källan till motivation, en direkt länk mellan extern motivationspåverkan till motivation, en direkt länk mellan intern motitvationspåverkan till motivation samt en länk där de båda källorna samverkar och kompletterar varandra och skapar motivation. Studien resulterar i en modell som illustrerar vad som skapar motivation för Generation Z till att utföra monotont arbete som bidrar med teoretisk och praktisk kunskap om motivation för Generation Z.