Globalisation has led to a rising need for sustainable efforts, not least in the fast fashion industry which is associated with unsustainable procedures in order to meet consumers’ needs and desires. In the fast fashion industry, collections of ecological fabrics, fair working conditions as well as higher quality are examples of sustainable actions. Additionally, the increasingly globalised world has created a demand to comprehend how the deeply rooted national culture affects consumers in the international fast fashion industry. The main target segment of the fast fashion industry is the Millennial generation and should thereby be further emphasised. The relevance of these topics led to the formulation of following research question: How does national culture affect Millennials’ perception of sustainability and intended buying behaviour in the fast fashion industry? The literature review introduces the five identified themes which are considered relevant in relation to the area of research; the Millennials, sustainability, fast fashion, sustainable consumer behaviour and culture. To finalise the literature review, a conceptual framework is presented which explains the connection between the themes. Furthermore, the thesis adopts a qualitative research method with an abductive approach. Therefore, four cross-cultural focus groups of 28 Millennials with seven different nationalities are conducted. This method is considered the most suitable for this thesis’ research area and purpose. Further, the empirical findings and the analysis are combined into one chapter which creates a discussion between the literature review, especially Hofstede’s dimensions of national culture, and the gathered data. Finally, the conclusion includes the answer to the research question, theoretical and practical implications, limitations and suggestions for further research. The results of this thesis indicate that national culture affects the perception of sustainability and the intended buying behaviour in the fast fashion industry in a complex manner, since the impact of national culture depends on the combination of dimensions. Furthermore, certain dimensions appear to be more dominant and decrease the impact of others.

Den tekniska utvecklingen har bidragit till att den digitala sektorn har blivit näringslivets största tillväxtområde. Statistiska undersökningar visar att den svenska arbetsmarknaden år 2022 kommer sakna 70 000 individer som besitter rätt IT-kompetens. Inom en snar framtid kommer de tidigare generationerna lämna arbetsmarknaden och Millennials kommer utgöra en allt större del. Motivation är ett viktigt begrepp inom företagsvärlden då det är en förutsättning för att individer ska vilja utföra en arbetsuppgift. Ett sätt för företag att skapa och upprätthålla motivation hos sina medarbetare är välanpassade belöningssystem. Syftet med denna uppsats utgörs av två delar. Den första delen syftar till att få en djupare förståelse för hur Millennials i den digitala sektorn upplever att de motiveras av olika motivationsfaktorer. Den andra delen syftar till att med hjälp av resultat och analys av syftets första del ge vägledning i vad svenska företag i den digitala sektorn bör ta hänsyn till vid utformning av belöningssystem för att motivera och behålla Millennials på arbetsplatsen. För att besvara syftet har semistrukturerade intervjuer genomförts med Millennials från ett svenskt IT-företag. Resultatet visar att de betydande motivationsfaktorerna för Millennials i den digitala sektorn är: ansvar, balans mellan arbete och fritid, flexibilitet, personlig utveckling, gemenskap och kultur, meningsfulla arbetsuppgifter, samt snabb och kontinuerlig feedback. Samtidigt visar studien att lön inte upplevs vara en motivationsfaktor, trots detta betraktas hög lön som en självklarhet i ITbranschen. Belöningssystem bör därmed utformas med hänsyn till både finansiella och ickefinansiella belöningar med fokus på dessa motivationsfaktorer.

Background: Concurrently, as the importance of Employer Branding has increased over the past decades, Swedish banks have reached an all-time low customer satisfaction and suffer from a lack of trust. The latest entrants to the workforce, Generation Y, have shown unique demands and wants from their employer, where they generally value working for a company contributing to society. These factors indicate a future problematic situation where Swedish banks may have difficulties attracting and retaining the most suitable talents from Generation Y.Purpose: The purpose of this study is to explore how companies within the Swedish banking industry work with Employer Branding. In addition, the intent is to examine how actors in the Swedish banking industry adapt their Employer Branding to better meet the needs and wants of Generation Y, in order to attract and retain talents from this age category.Method: A qualitative study with interpretivist philosophy, where four interviews have been conducted with large actors in the Swedish banking industry.Conclusion: Findings show that Swedish banks are aware of the necessity to differentiate themselves as employers and they perceive their efforts to diversify as successful. In addition, communicating the brand accurately through social media is highly important. Further, the empirical data shows some recognition of the different characteristics of Generation Y. However, Swedish banks only adjust their Employer Branding to a limited degree in order to specifically target Generation Y.

Background Brand loyalty has been studied by a large number of scholars over the past few decades, including its impact on consumer purchase behavior and as a core concept when creating brand value. Having ethical business practice helps retain customers trust and enforce their loyalty to the brand. However, brand’s unethical behavior has always been a topic discussed by society, especially for the soft drinks industry. Problem Previous research has shown that there is a link between brand loyalty, brand trust and brand attachment. It has also been implied that consumers with high commitment to a brand might justify a brands unethical behavior. However, there is a lack of research within the field of brand loyalty and ethical business practices within the beverage industry. Purpose The purpose of this study is to understand how millennials with different levels of brand loyalty respond to unethical marketing activities to soft drink brands within the beverage industry. Furthermore, this research would like to give an insight to whether consumers care about ethical brands within this industry or not. Additionally, this study can help brands in the beverage industry to build their marketing strategies and maintain their consumer relationship. Method This study used a qualitative research method, where 15 semi-structured interviews were conducted with a purposive sampling method, with millennials as research objects. Additionally, the brand Pepsi has been used as a case to measure the participants brand loyalty in order to classify them to one of the three levels of loyalty in the conceptual framework.  Conclusion The results show that the more loyal consumers are towards brands, the less impact the brand’s unethical behavior has on them. For consumers with low loyalty, the chances of turning to alternatives when brands have ethical issues are greater. Whereas consumers who are on the Satisfied level have a neutral opinion towards the brand when it comes to unethical issues. While, consumers with high brand loyalty may ignore the brand's unethical behavior because of their loyalty and love for the brand. Brand image, product quality, product safety, environmental footprint and how brands handle the unethical issues have been identified as important factors when consumers make the purchasing decision.

Purpose: The purpose of this study is to increase the understanding of what makes Swedish millennials follow and unfollow influencers on Instagram.   Metod: This study had a deductive and qualitative approach and has collected data through twelve semi-structured interviews.   Conclusion: This study concludes that millennials mainly follow influencers on Instagram to get inspiration for their own lives. One of the most common reasons why millennials are unfollowing influncers on Instagram is that influencers tend to publish too much content, which leads to information overload. Millennials also unfollow influencers due to the fact that their posts no longer appeal to them because they changed preferences or because influencers shift the focus of their content. This study also concluded that there is nothing that inhibits a millennial from unfollowing an influencer on Instagram other than the fact that it takes a little bit of effort to visit the account and press the unfollow button. / Syfte: Syftet är att öka förståelsen för vad som får svenska millennials att följa respektive avfölja influencers påInstagram. Metod: Den här studien har haft en deduktiv och kvalitativ karaktär och har samlat in data genom tolv semi-strukturerade intervjuer. Slutsats: Den här studien drar slutsatsen av att millennials främst följer influencers på Instagram för att få inspiration till sina egna liv. En av de vanligaste orsakernatill att millennials avföljer influncers på Instagram äratt influencerstenderar att publicera för mycket inlägg vilket leder till en informationsöverbelastning.Millennials avföljer också influencers för att deras inlägg inte längre tilltalar dem på grund av att de bytt preferenser eller att influencers bytt inriktning på sitt innehåll. Den här studien drar också slutsatsen att det finns egentligen inget som hämmar en millennial från att avfölja en influencer på Instagram annat än att de upplever det som tids-och energikrävande att gå in och avfölja.

This study’s purpose was to provide a deeper understanding regarding how millennials’ attitudes towards brands are influenced by online communication. With the aim of fulfilling the purpose of the study, two research questions of descriptive and explorative kind were stated; “How can the factors that influence millennials’ use of electronic word-of-mouth be described?” as well as “How does electronic word-of-mouth influence millennials’ brand attitude?”. In order to generate potential answers to the stated research questions, a conceptual framework was conducted by reviewing scholarly literature. The conceptual framework then provided the study with a theoretical foundation of which was utilized during both the data collection and the data analysis. Methodologically, this was a case study analyzing qualitative data that was collected through eleven semi-structured and in-depth interviews with both male and female millennials. The findings and conclusions of this study implied that electronic word-of-mouth has a meaningful impact on both the formation of and influence on attitudes towards brands amongst the millennials. Moreover, this was heavily dependent on the one disseminated it. However, with regard to the ever-evolving area of social network sites, other noteworthy factors such as millennials’ need for affiliation, aesthetically appealing firm-generated content and intense exposure to digital advertising were emphasized as components of which too formed their attitudes towards brands. Furthermore, the results suggested that adopting personalization- and social interaction strategies will encourage the spreading of positive electronic word-of-mouth. Lastly, positive electronic word-of-mouth was then for its part related to brand loyalty, which was reckoned to promote the persistency of positive brand attitudes.

Social Network Sites have rapidly become intertwined with people’s core habits of daily life, and are often subliminal inputs during decision making processes when it comes to the area of Tourism. With this rapid shift in consumer opportunities, both in availability and exposure to information, people are faced with the challenge of accurately assessing current trends in order to best predict future outcomes for businesses and consumers alike. Although there is existing literature examining current tendencies for Social Network Sites and Tourism, the extrapolation of this data in a feasible way for the emerging Millennial generation is lacking. This is integral to forming a proper understanding of the future trends of global tourist communication as dictated by the usage of Social Network Sites. Through the use of interview discussions centered on two focus groups of an all Millennial composition, the semi-structured interview approach was used. This to sought at a fundamental level to provide a better understanding of how Social Network Sites are used by tourists. Of particular focus within the research process was the specifics of tourist utilization of Social Network Sites. Further addressed, is the concept of the usage of electronic Word of Mouth and how this has allowed for a modification to the experience of tourism. The spoken word has been updated to an electronic Word of Mouth, and with it the Millennial generation has been raised into a world of information opportunity like none ever before. Understanding these trends allows for continued progression for both the consumer and business alike within the tourist business.

Abstract Title: What motivates Swedish Millennials’ choices when buying wine?  Level: Bachelor thesis in Business Administration, final assignment.  Authors: Richard Tarschis and Dag Ehlin  Supervisor: Jonas Kågström  Date: 2018 – January  Aim: The purpose of this work is to analyze which driving forces affect the Swedish Millennials’ choices in the purchasing process of wine.  Method: We used a quantitative research method in the form of a web-based survey that was sent out via Facebook and email with a total of 254 respondents. These data were then analyzed in the SPSS statistical software through cluster analysis, factor analysis and correlation analysis. The selection was aimed at Swedish men and women from Generation Y.  Results & Conclusion: The results showed that the two most important driving forces were the emotional aspect as well as Word of Mouth. We also found that hedonism is a driving force for buying wine in general rather than for buying a specific wine.  Contribution of the thesis: The study contributes to an understanding of what driving forces are the basis for purchasing decisions of a particular wine for the younger part of Swedish Generation Y. For marketers, this means knowledge about which marketing strategies they should use to reach the target group in question.  Suggestions for future research: Future research should focus on replicating the study with a representative sample, a selection that is evenly distributed between all ages of the generation. It would also be interesting to replicate the study in neighboring countries such as Norway and Finland.  Key Words: Consumer behavior, motivational factors, purchasing process, wine consumption, Millennials, Sweden.

Sugar intake continues to be connected to an increased risk of heart diseases, diabetes, arthritis, and certain forms of cancers, depression, and schizophrenia. The purpose of the study was to examine if sugar intake is related to personality traits in the Millennial population. The health belief model was used as the theoretical framework for conducting the study. The research questions addressed in the current study were in regards to the relationships between Millennials daily sugar intake and openness, conscientiousness, extraversion, agreeableness, and neuroticism. This study was a cross-sectional design in which a panel of randomly selected United States Millennials (N = 106) between the ages of 18-34 were requested to complete a demographic questionnaire and the Big Five Inventory. The survey was conducted online using SurveyMonkey. Multiple linear regression was used to test the five stated hypotheses. Study results indicated no significant relationship between sugar intake and the five personality traits (p > .05). A sequential multiple regression model after controlling for age and gender indicated no significant relationship between the five personality traits and Sugar Intake (p > .05). In effecting positive social change, further investigations are warranted to establish the relationships between personality traits and sugar intake which may help to inform policy to reduce the associated health risks of consuming high sugar.

The workforce is diverse on gender, race, ethnicity, culture, work styles, and age. Employees from different generations have varying expectations of what they value from the workplace and therefore approach work differently. Generational differences can lead to mistrust and communication breakdowns. They can also impact job satisfaction and productivity. The Generational Cohort Theory was utilized in this nonexperimental study, and the sample was recruited from CB Richard Ellis Real Estate Group. The purpose of this study was to determine the work values differences among the 4 generational cohorts: Silent, Baby Boomers, Generation X and Millennials. The research questions for this quantitative study first identified the preferred work values, utilizing the Minnesota Importance Questionnaire (MIQ), and sought if there was a statistically significant means difference in those preferred values from 1 generation to another. A 1-way MANOVA was used to analyze the effect of generation cohort affiliation with preferred work values, revealing a positive relationship between cohort and preferred work values. Results indicated that some work values are unique between generations, such as being busy all the time and doing things for other people, and some are shared, including telling people what to do and having good coworkers. Additional research is needed to address the gap in current literature in the areas of autonomy and recognition. The implications for social change include acquiring a greater knowledge of similarities and differences between older and younger workers.. This knowledge is essential for building high-performing teams, for successful recruitment, and employee retention.