The purpose of this study is to provide a deeper understanding to business managers, of how the Swedish Generation Y consume furniture and if there is a want of consuming more green furniture. The thesis identifies previous research of sustainability development within furnishing and the phenomenon of attitude-behavior gap among consumers. Hence, the purpose of investigating consumer’s behavior and attitudes, the qualitative method has been used to understand the processes and influence factors of the contextualized setting. Further, this study follows a deductive approach because of the unexplored research area and due to the importance of studying sustainability within furnishing from a new point of view.   Continuously, the literature review of this thesis includes previous established scientific research and theories concerning; green practices within the furniture industry; the characteristics of Generation Y; and the phenomenon of attitude-behavior gap. From the literature review a conceptual framework has been conducted to illustrate the main concepts and their relation, which are examined in this study. These concepts have been used to analyze the empirical data originating from interviews of 37 consumers within Generation Y in Sweden. From the purpose of this thesis the research resulted in two clear research questions that were defined as; (1) How does the behavior and consumption pattern of Gen Y occur when consuming furniture?; and (2) Which are the needs and wants of Gen Y in Sweden, when it comes to sustainable furniture? In the conclusion chapter, the answer of these research questions is completed together with the theoretical and practical implications.    The main theoretical implication from this research is the finding that an attitude-behavior gap exists within Generation Y when consuming furniture. This gap is present due to barriers and influencing factors which are; (1) consumers lack of knowledge; (2) the limited supply and information from companies; (3) the unclear or lack of green furniture marketing; and (4) companies not being transparent in their actions.   Finally, the practical implications of this study presents suggestions for furniture companies and how they can increase their green operations to meet the request of Generation Y. Companies should focus on marketing sustainable furniture to a larger extent in order to raise the awareness of  Generation Y and to be more transparent in the supply chain and business operations, so the consumers can have a greater insight in the process. By implementing these recommendations, companies will improve Generation Y's purchasing of sustainable furniture as well as increase their awareness regarding green furniture consumption.

This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.

An aging Swedish population is putting an increased pressure on the Swedish pension system. To address this, the Swedish pension system was reformed in the late 1990s. This reformation resulted in an increased individual responsibility for pension investments among the Swedish population. The individual responsibility has shown to be challenging for many since they feel a great uncertainty in this area. Adding to the notion that the Swedish population is aging; young Swedes are also entering the working life later than before, without planning to retire later than the current seniors. This will implicate that a smaller part of the retirement payments will come from the national public pension, making the individual's pension planning more important. This means that the role of occupational pension and private savings has and will grow in importance years to come.Even so, private pension savings among young people is decreasing. Young people born between 1980 and 2000, often denoted Millennials (also called Generation Y) in literature, are an interesting cohort to research, since they will be the first generation to experience the full impact of the new Swedish pension system. Recent studies indicate that this generation has low interest for pension planning and that they find information about pensions hard to understand. The study will, therefore, investigate how Swedish Millennials could become better informed, engaged and active in their pension planning.The study was conducted through interviews with five representatives from the Swedish pension industry and a survey with 146 Swedish Millennials.Findings indicated that the Millennials’ current attitudes towards pension have a negative impact on their pension planning behaviour. It has been concluded that Millennials engagement to pension planning can be strengthened by improving four factors: Relevance, Content, Channels and Motivation

Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. Five elements have emerged among brand avoidance associated with experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance, or advertising related avoidance which underpin this behaviour.  Purpose: The aim of this study is to compare brand avoidance behaviours toward fast fashion brands among Generations X, Y, and Z. This research attempts to identify the specific reasons why different generations avoid fast fashion brands, as well as the factors that contribute to this behaviour. The purpose is to compare the three generations to know which factors influence each generation the most. It is plausible that the factors vary significantly between cohorts since they have grown up in different environments. Consequently, generational distinction is regarded as an essential variable.  Method: Comprehending the purpose of this research and examining causal relationships, this thesis used a quantitative research design. The empirical data was gathered through an online survey, considering the large sample size and current COVID-19 pandemic. Due to these circumstances, the most insightful information could be obtained about participants' behaviour regarding fast fashion brands using an online survey. The data was analysed and interpreted utilising a deductive approach.  Conclusion: The results show that the generations differ in their brand avoidance behaviours for experiential avoidance, moral avoidance, and advertising avoidance towards fast fashion brands. These differences were observed where the consumers perceive the performance to be poor, the brand is inconvenient, and when the advertising is perceived to be unpleasant. Regarding moral avoidance, the data was not sufficient to distinguish which cohorts differ, but only that there was a significant difference somewhere.

Det finns en hel del genomgående forskning kring hur arbetsgrupper fungerar. Angående fenomenet generationer finns det även relativt mycket forskning, dock är den forskningen främst ifrån USA. Går vi vidare till hur olika generationer fungerar i arbetsgrupp, speciellt i en svensk kontext, finner vi däremot en kunskapslucka. Arbetsgruppers dynamik och uppbyggnad har under lång tid varit ett stort forskningsämne. Att arbetsgrupper fungerar och är högpresterande är viktigt för organisationer då de ansvarar för många viktiga områden och uppgifter. Under senare tid har etnicitet, kultur och köns påverkan på arbetsgrupper varit faktorer som varit en trend inom forskningen. I skuggan av dessa har olika generationers påverkan blivit bortglömd. Därmed ville vi genom en kvalitativ forskningsmetod öka förståelsen för samspel, konflikter och utveckling i multigenerationella grupper. Genom semistrukturerade intervjuer med två arbetsgrupper ifrån olika företag fick vi ett empiriskt material med en svensk kontext som visade vad medarbetare i grupperna hade för egna erfarenheter och intryck av multigenerationella grupper. Uppsatsen visar att arbetsgrupper gynnas av att ha olika generationer i sin arbetsgrupp då de bidrar med olika styrkor och svagheter som kompletterar varandra väl. Konflikter var något vi vid uppsatsens början förväntade oss skulle finnas mellan generationerna, det visade sig dock inte vara något större problem enligt arbetsgrupperna. Trots olikheter mellan generationernas syn på värderingar, lojalitet och hierarki fungerar samspelet i arbetsgrupperna väl.

Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use to retain Generation Y customers. The participants included business leaders who have successfully retained Generation Y customers by applying customer satisfaction business strategies in Akwa Ibom state, Nigeria. The data were collected through semistructured one-on-one interviews with 3 business leaders from different sectors of the service industry. To enhance the credibility and trustworthiness of the interpretations, methodological triangulation of the data sources and member checking were used. The process of data analysis included word frequency analysis, coding of related phrases, identification of patterns, and generation of themes around the codes. The themes that emerged from the study were (a) positive brand image creation, (b) social media as an enabler, and (c) quality service and timely delivery. This study may create awareness for business leaders on how to satisfy and retain Generation Y customers. This awareness has the potential of promoting positive social change among business leaders because of the significant contribution profitable businesses bring to the societies and communities.

The retention of millennial leaders continues to be a concern for executive leadership. The problem addressed in this study was the gap in research regarding how the motivation of Generation Y leaders affects employee satisfaction and retention factors. The purpose of this phenomenological inquiry was to explore the retention rate for 20 Generation Y service leaders in the southwestern United States to illuminate patterns of satisfied millennial leaders by drawing from employers' role in motivating and retaining millennial leaders in the service industry. Herzberg's 2-factor theory, Vroom's expectancy theory, Adams's equity theory, and Maslow's hierarchy of needs comprised the conceptual framework. Data analysis involved coding semistructured interviews, which helped with the development of themes through content analysis by implementing Moustakas's modified Van Kaam method. The results indicated a disparity among the millennial leaders and other generations in terms of how the different generations viewed motivational factors of millennial leaders in the workplace. The results of this study could contribute to positive change by providing human resource personnel and executive stakeholders with insight to enhance retention methods among millennial leaders in the service industry.

Dissertation deals with Generation Y and its position in the corporate environment and in the labor market. The selected issue is very topical because of increasing structural and cyclical unemployment among young people. In preparing the dissertation, we departed from theoretical findings acquired by studying Czech and foreign monographs, articles published in journals, other electronic resources and, most importantly, primary research conducted. The main objective of the dissertation to gain new knowledge about Generation Y, which would lead to a more effective inclusion of young people (especially graduates) into practice with the use of new management methods in the adaptation and stabilization of a young employee in the job, with focus on future employees with economic expertise. In order to achieve the main objective, 4 sub-objectives and 4 research questions with relevant hypotheses were set. Based on an analysis of the theoretical basis and secondary data, a schema of adaptation and stabilization of a young employee was created. The primary research conducted then combines quantitative and qualitative approaches for the analysis and description of each part. The research results are presented in the form of partial conclusions characterizing each area as well as in the form of a summarizing conclusion placed in a broader context in a comparison with the determined state of current scientific knowledge. The dissertation includes contributions to science and research, business practice and teaching as well as a proposal of continuation of research activities.

Syftet med föreliggande studie var att undersöka vad som attraherar och motiverar individer från generation Y i kommunikatörsyrket att söka sig till en viss arbetsgivare. Studien genomfördes med kvalitativ forskningsansats i form av semistrukturerade digitala intervjuer. För att bearbeta och analysera det insamlade materialet användes tematisk analys som syftade till att identifiera teman i materialet. Ett målinriktat bekvämlighetsurval tillämpades och totalt deltog 10 respondenter i studien. Könsfördelningen mellan dessa var nio kvinnor och en man, i åldrarna 24–31 år. Resultatet visade att kommunikatörer från generation Y värdesatte och motiverades av bland annat flexibilitet, utvecklingsmöjligheter och balansen mellan arbetsliv och privatliv. Vidare ville de arbeta med något betydelsefullt och värdeskapande. Respondenterna önskade också att arbetsgivare arbetar aktivt med Employer Branding i rekryteringsprocessen.

This master thesis analyses the effect that online influencers have on the shopping behavior of Generation Y. Conclusions will be formed through examining qualitative research, gathered from a sample of Generation Y candidates living in the Czech Republic, in regard to how the candidates perceive influencers and their recommendations. Theories relating to the reliability of influencers, due to paid cooperation, will be studied to determine whether online users prefer classic forms of promotion. Generation Y was selected as there is evidence to suggest they are the last generation to grow up without online influencers present. The emphasis was mainly on their attitudes, opinions and real experiences. This master thesis will be divided into three areas; literature review, methodology and findings. The purpose of the literature review will be to evaluate existing theories and allow conclusions to be produced from the chosen research topic, electronic resources and professional articles were determined as reliable sources. The methodology explains the process of how the data was collected and analysed, primary research of qualitative data was collated via ten semi-structured interviews from carefully selected candidates. The findings section of this thesis will explain in detail the conclusions drawn...