Background: Due to accelerating environmental problems caused by fast fashion sustainable business solutions become increasingly important. Thus, the following thesis examines generation y’s intention to perform in-store recycling at fast fashion retailers and investigates the factors most influential on intention. Besides, it analyses if an attitude-intention gap exists. To fulfil the study’s purpose, a combination of the theory of planned behaviour (Ajzen, 1985) and the norm activation model (Schwartz, 1977) is used.   Approach: Within this study a quantitative method in terms of an online survey is applied. Based on a sample of 326 respondents, relationships between variables are analysed with Pearson correlation analysis and multiple regression. To further identify differences among groups, Independent samples t-test and ANOVA are conducted.     Findings: The study’s findings reveal that generation y generally intends to participate in in-store recycling, while the intention is significantly higher among women than men. The intention to perform in-store recycling is predominantly intrinsically motivated as it is most driven by individuals’ personal norm.    Value: The findings of our study particularly add value for fast fashion retailers and marketers by presenting a novel research model combining most relevant factors required to adequately address consumers among generation y to perform in-store recycling. This specifically allows fashion retailers to successfully establish the concept of in-store recycling. Our study is further beneficial for sustainability researchers, environmental activists, charity organisations and policy makers to create a more sustainable future.

Syfte: Studiens syfte är att undersöka hur politiska partier kan skapa förtroende hos Generation Y genom marknadskommunikation. Metod: Uppsatsen är utformad med en kvalitativ forskningsmetod och den empiriska insamlingen grundar sig i åtta semistrukturerade intervjuer. Studien baseras på ett växelspel mellan deduktiv och induktiv ansats. Slutsats: Studien har medverkat till att belysa olika strategier som politiska partier kan använda för att generera förtroende hos Generation Y. Utifrån studien har det framkommit att politiska partier behöver utvärdera hur de arbetar med kommunikation gentemot yngre väljare. Den politiska kommunikation genomgår en förändring och det behövs utvecklas en större förståelse och kunskap för vilka kommunikationskanaler som Generation Y använder sig av. Samtidigt ställs det högre krav på att politiska partier har inblick i hur kommunikation via sociala medier kan nå sin fulla potential, i ett samhälle som präglas av ett konstant informationsflöde. Studien belyser även att politiska partier bör uppmuntras till personliga möten med individer inom Generation Y eftersom det kan främja förtroendeskapande och bidra till långsiktiga relationer.

Magister Bibliothecologiae - MBibl / The project examines the information seeking behaviour of a small group of so-called Generation Y students at the Stellenbosch University as they undertake an academic assignment. There is consensus across the world that universities need to adapt to the needs of Generation Y students, brought up with high-level information technology, the internet and social networking. However, research shows that this does not mean that they are information literate. They have high-tech skills but often do not know how to analyse an information need or discriminate between information sources. Information scientist Carol Kuhlthau develop the ISP model upon which the study was based. Her model sees information seeking as a complex cognitive and affective process. Successful seekers have learned how to manage the process. University libraries need to adapt their information retrieval systems and services to meet the needs of their new kinds of students. The study, a small-scale intensive qualitative case study, hopes to provide insight into how they might do this. The researcher collected data while the participants were writing the assignment. Data gathering methods included interviews, journal writings and questionnaires. / South Africa

Abstrakt Författare: Louice Rolf & Mia Samuelsson Handledare: Hans Wessblad Examinator: Mikael Lundgren Kurs: Företagsekonomi III - organisation, examensarbete (kandidat) 15 hp, 2FE78E Titel: Generation Y:s förväntningar på ledarskapet – Hur ledare bör anpassa sig efter generationen Problemformulering: Hur vill generation Y bli ledda i arbetslivet? Syfte: Syftet med uppsatsen är att kartlägga hur generation Y vill bli ledda utifrån generationens åsikter. Studien kan komma att bidra till att ge dagens och framtidens ledare förutsättningar för hur ledarskapet kan anpassas till generation Y i arbetslivet. Metod: En kvalitativ studie med en induktiv ansats. Det empiriska materialet har samlats in från generation Y genom kvalitativa intervjuer med hjälp av en narrativ undersökningsmetod. Slutsats: Studien slutsats är att generation Y vill bli ledda av en ledare som ger dem feedback, skapar möjlighet till utveckling, anpassar ledarskapet efter individen, utövar ett tydligt ledarskap och som är lyhörd. Nyckelord: Generation Y, ledarskap, feedback, utvecklingsmöjligheter, anpassat ledarskap, tydligt ledarskap, lyhörd ledare.

Millennials är en omtalad generation med starka krav på arbetsplatsen och tenderar att byta arbetsgivare ofta. Denna kvalitativa fallstudie undersöker därför om, och i så fall hur, millennials förväntningar på arbetsplatsen kan påverka hur företag arbetar för att attrahera respektive behålla millennials och om löftena överensstämmer med vad millennials faktiskt upplever. Semistrukturerade intervjuer har genomförts med representanter från en svensk arbetsgivare. Företaget analyseras utifrån en egen analysmodell som kombinerar teorier om employer branding och millennials. Resultatet visar att företaget påverkas av millennials förväntningar och behov främst vid utformandet av informationssökning, employer value proposition och implementeringen av strategierna. Dessutom anser millennials på företaget att löftena överlag överensstämmer med verkligheten. Det framkommer några enstaka fall där de inte kongruerar, men detta har ingen påverkan på om de väljer att stanna på företaget eller inte.

Syfte: Denna uppsats syftar till att undersöka vad generation y anser om algoritmers inflytande på det informationsflöde som når individer genom sociala medier och andra digitala kommunikationsplattformar. Metod: Uppsatsen är utformad utifrån en kvalitativ forskningsmetod, som grundar sig i ett abduktivt arbetssätt, vilket kan beskriver som ett växelspel mellan deduktiv och induktiv ansats. Studiens empiriska data utgörs av femton semistrukturerade intervjuer. Slutsatser: Resultatet visar att generation y upplever såväl fördelar- respektive nackdelar med algoritmer i det digitala samhället. Studien visar på en utbredd okunskap gällande algoritmbegreppet och hur företag arbetar med individanpassad marknadsföring i praktiken. Generation y har mestadels en positiv inställning till individanpassad marknadsföring, men det kan få motsatt effekt ifall marknadsföringen inte stämmer överens med konsumentens individuella preferenser och behov. Ytterligare en aspekt som framkommit är att det råder delade meningar gällande vad generation y anser om algoritmers betydelse för den personliga integriteten. För vissa individer har algoritmer ingen betydelse för den individuella integriteten medan hos andra kunde det upplevas som inskränkande och obehagligt. Nyckelord: Digital marnadsföring, individanpassad marknadsföring, varumärkesimage, algoritmer, integritet, generation y

Nos mercados de varejos altamente competitivos há uma constante busca pela diferenciação e lealdade dos consumidores. Contudo, a compreensão de como os atributos de imagem de loja são percebidos pelos consumidores é uma questão de suma importância. É nesse contexto dinâmico do varejo que o presente trabalho de pesquisa foi desenvolvido, tento como principal objetivo identificar a relação entre imagem de varejo de vestuário e a lealdade dos consumidores da geração Y. O estudo se inicia com uma revisão bibliográfica sobre imagem, imagem de loja, lealdade e o modelo conceitual de imagem de loja (MCIL). A pesquisa foi realizada através de levantamento de campo com aplicação de questionário estruturado e a população foi definida como sendo consumidores da geração Y – nascidos entre final dos anos 1970 até o ano 2000, cuja amostra foi constituída de 394 respondentes. Os dados foram avaliados através da análise estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais. Como resultados foi obtida a confirmação de que a imagem de loja é composta pelos construtos atmosfera, instalações, mix de produtos (mercadoria), promoção, pessoal de vendas e serviços e o modelo teórico proposto foi considerado adequado, indicando que a lealdade é explicada por 23,8% pela imagem de loja, apresentando uma boa contribuição tanto acadêmica quanto gerencial. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2016-07-25T11:48:17Z No. of bitstreams: 1 Dissertacao Virginia Dal Ponte.pdf: 1556695 bytes, checksum: dd0d4ede4e519e9ab9e4d414cffffb78 (MD5) / Made available in DSpace on 2016-07-25T11:48:17Z (GMT). No. of bitstreams: 1 Dissertacao Virginia Dal Ponte.pdf: 1556695 bytes, checksum: dd0d4ede4e519e9ab9e4d414cffffb78 (MD5) Previous issue date: 2016-07-25 / In the highly competitive retail market there is a constant search for differentiation and customer loyalty. However, understanding how store image attributes are perceived by consumers is a matter of paramount importance. It is in this dynamic retail context that this research work was carried out, try as main objective to identify the relationship between retail clothing image and the loyalty of consumers of Generation Y. The study begins with a literature review of image, image store loyalty and the conceptual model of store image (MCIL). The survey was conducted through a structured questionnaire application with field survey and the population was defined as consumers of Generation Y - born between the late 1970s until 2000, whose sample consisted of 394 respondents. The data were analyzed by multivariate statistical analysis of data, using structural equation modeling technique. The results were obtained confirmation that the store image is composed of the constructs atmosphere, facilities, merchandise, promotion, sales personnel and service and the proposed theoretical model was appropriate, indicating that loyalty is explained by 23.8% by the image store and offer great contribution both academic and managerial.

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2015. / The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals to connect with each other and the rest of their world. Consequently, social network sites (SNS) and other mobile applications have become an integral part of life, as well as a daily destination for billions of individuals, offering them novel and an instant means of communication in this interactive ICT space. Internet, social media and smartphone usage are also expanding prolifically in developing countries such as South Africa (SA). This incremental expansion of social media usage is directly related to the progression of Internet usage across the globe, primarily as a result of the irrevocable dissemination of smartphones. The use of social media has become the most common activity among modern adolescents and young adults (referred to as Generation Y or Millennials). SNS such as Facebook, Mxit, YouTube, Twitter, LinkedIn, Google+ and numerous others have grown exponentially in recent years, enabling Generation Y with a portal for entertainment and communication. The increase of social media adoption has captured the attention of marketers and consumers alike on a global scale, and with the quickly changing communication environments, marketers now confront new challenges in terms of understanding consumer behaviour, attitudinal responses and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with young consumers; create real time conversations; and provide immediate feedback via interactive marketing communications at a fraction of the cost compared to traditional media advertising. Internet and social media usage, as well as access, grown has prolifically in SA, while minimal research has been conducted regarding attitudes towards social network advertising (SNA). Millennials are sophisticated and technology savvy, therefore, social media is important to them to maintain contact with their friends, and to continually interact in the digital environment. Hence, it is important for organisations to strategically market their brands in a way that would appeal to this market, which is notoriously difficult to reach. Furthermore, Generation Y consumers have huge buying power and also exert a major influence on their household purchase behaviour, so their social media usage and attitudes towards various ICT platforms media are important to marketers. A complete knowledge base of this generation will enable brands to increase their marketing communication effectiveness when targeting this cohort. Yet, many organisations have used SNA without truly discerning the real attitudinal effect that it has on their young consumers

Problem & purpose: When using sexual advertising, it is important that companies review how that sort of marketing are being received by their consumers. This to create an understanding about the recipient's acceptance and perception of various promotional messages. Previous research about attitudes towards sexualized advertising focus mostly on attitudes in regards to the recipient's gender. However, there are less studies investigating whether attitudes can be linked to the recipient's age. Thus, the purpose of this study is to find out if, and if so, how recipients' attitudes towards sexualized advertising differ between two generations. This study may thus be interesting for people working in the communication industry, but could also be of interest in designing future studies in the subject.
Method & material: For our study we have used a qualitative method through interpersonal interviews with respondents from two different age groups. The participants were exposed to four different sexual advertisements and were then asked questions regarding them. The answers and the recipients expressions were then compiled in the chapter “resultat”.
Main result: The results of this study shows that there are certain attitudes towards sex in advertising depending on which generation the recipient belongs to. Both the younger and the older generation have a rather negative attitude towards sexualized advertising. However, there are differences that indicate that the younger generation has a slightly more negative attitude towards this kind of advertising. The younger generation believe that sex in advertising is a method used by companies to increase sales. The younger generation sees this as something bad and annoying. The older generation has a more passive attitude towards sexualized advertising and does not experience this kind of advertising as frustrating as the younger generation does.

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