Millennials as consumers are often more positive towards sustainable consumption than their actual consumption behavior shows. Furthermore, eco-labels are considered an easy way to show that a brand or product is environmentally friendly. They are perceived as reliable information and can therefore influence consumers' choices. However, the growing number and a general lack of knowledge about both the overall concept of sustainability and specific eco-labels complicate their use and can thus confuse consumers. Thus, our hope is that this study can add new insights into Swedish Millennials' attitudes towards eco- labels and in turn the impact of eco-labels on attitudes towards sustainable consumption. This study aims to explore what attitudes and perceptions Swedish Millennials have towards eco-labeled goods, and what impact they have on their perception of sustainable consumption. The empirical data is based on a qualitative research method with four semi- structured focus groups. The results of this study show that young consumers perceive eco- labels as confusing, expensive, difficult and not entirely reliable. With that said, we noted that the participants still felt that with a smaller price difference, they still bought products with eco-labels. Furthermore, the results of this study show that eco-labels have a mixed impact on consumers' attitudes towards sustainable consumption. Many felt that eco-labels made sustainable consumption seem difficult, and others felt that there were better alternatives such as shopping locally produced. Finally, it is our understanding that companies must focus on creating awareness, developing positive associations and strengthening brand trust in eco-labels. It will not only create higher brand loyalty, but also result in consumers continuing to demand sustainable products that are good for both the consumer and the planet.

, , Fast Food and job satisfaction. / En el sector Fast Food, se reconoce a la rotación laboral como una relevante problemática, no obstante, esta variable es precedida por la intención que tiene el trabajador de desistir de manera voluntaria a una compañía. Por esta razón, el presente estudio busca identificar cuál es el impacto de la satisfacción laboral y la relación que mantiene con la intención de rotación del personal Millennials en los Fast Food de Lima Centro. Esta investigación aplicó un diseño de enfoque no experimental y transversal en el que se obtuvo una muestra de 372 colaboradores Millennials que laboran en los Fast Food de Lima Centro con el objetivo de identificar el impacto de la satisfacción laboral de estos colaboradores y la relación de esta variable con la intención de rotación del personal. De este modo, se empleó como instrumento a la “Escala de Satisfacción Laboral SL-SPC” (Palma, 1999) y el cuestionario de “Intención de Rotación Laboral” (Jacobo & Roodt, 2008). Se pudo identificar que las siete dimensiones de satisfacción laboral presentan relaciones negativas e impactan significativamente en la intención laboral del colaborador. En otras palabras, a medida que se incrementa el nivel de satisfacción del trabajador Millennials en los Fast Food de Lima Centro, se reduce su intención de rotación laboral. Cabe mencionar, que el objetivo de la investigación es contribuir con estudios del sector fast food y el segmento millenials, ya que actualmente no se cuenta con información o estudios suficientes en Perú que hagan hincapié a los temas desarrollados en el transcurso de la tesis. / In the Fast Food sector, labor turnover is recognized as a relevant problem, however, this variable is preceded by the intention of the worker to voluntarily withdraw from a company. For this reason, the present study seeks to identify the impact of job satisfaction and the relationship it maintains with the intention of rotating Millennials in Fast Food in Lima Centro. The present investigation would use a design of non-experimental and transversal focus in which a sample of 372 Millennials collaborators working in Fast Food of Lima Centro was obtained with the objective of identifying the impact of job satisfaction on the intention of staff turnover. For this reason, the questionnaire of "SL-SPC Job Satisfaction Scale" (Palma, 1999) and the questionnaire "Intention of Labor Rotation" (Jacobo & Roodt, 2008) were used. Therefore, it could be concluded that the seven dimensions of job satisfaction present negative relationships and have a considerable impact on the intention of labor rotation. In other words, as the level of satisfaction of the Millennial worker in Fast Food in Lima Centro increases, their intention of labor rotation is reduced. It should be noted that the objective of the research is to contribute to studies of the fast food sector and the millennial segment, since there is currently no specific information or studies in Peru that emphasize the topics developed during the thesis. / Tesis

En la actualidad existe un gran número de marcas que optan por incluir anglicismos en su comunicación digital en su búsqueda por crear un valor simbólico a sus productos, además de reflejar un estilo de vida original. Esto se debe a los múltiples beneficios que el uso de anglicismos presenta, como prestigio, dominio americano, flexibilidad, comercio internacional, entre otros. Este trabajo de investigación busca obtener una mejor comprensión del público millennial peruano respecto a las actitudes que los anglicismos en Facebook generan en ellos. Tomando el caso del mercado de moda independiente y, de manera especifica, la marca Papa con Camote, pues se trata de una de las marcas de moda independiente unisex más populares en el país. Previamente, se han realizado investigaciones sobre el consumo de marcas de moda en esta generación. Sin embargo, no se ha realizado uno de este tipo en el Perú, ni se ha enfocado en el segmento de la moda independiente. Asimismo, el motivo de la elección de los millennials radica en la contemporaneidad entre el auge del uso de anglicismos y su incorporación progresiva al idioma con el desarrollo de esta generación. En cuanto a la metodología empleada, el paradigma será naturalista con un enfoque cualitativo, pues el objetivo de la presente investigación es la obtención de información subjetiva y personal del público; además, será de carácter inductivo. El muestreo por realizar será teórico y el trabajo será un estudio de caso instrumental único. Por otro lado, las técnicas que se utilizarán serán entrevistas a expertos en distintos rubros relacionados al tema y focus groups con muestras del público objetivo que deberán ser consumidores de marcas de moda independiente y seguir sus redes sociales. / Currently there are a large number of brands that choose to include anglicisms in their digital communication in their quest to create symbolic value for their products, in addition to reflecting an original lifestyle. This is due to the multiple benefits that the use of anglicisms presents, such as prestige, American dominance, flexibility, international trade, among others. This research work seeks to obtain a better understanding of the Peruvian millennial public regarding the attitudes that anglicisms on Facebook generate in them. Taking the case of the independent fashion market and, specifically, the Papa con Camote brand, as it is one of the most popular independent unisex fashion brands in the country. Previously, research has been conducted on the consumption of fashion brands in this generation. However, one of this type has not been carried out in Peru, nor has it focused on the independent fashion segment. Likewise, the reason for the choice of millennials lies in the contemporaneity between the boom in the use of Anglicisms and their progressive incorporation into the language with the development of this generation. Regarding the methodology used, the paradigm will be naturalistic with a qualitative approach, since the objective of this research is to obtain subjective and personal information from the public; furthermore, it will be inductive in nature. The sampling to be carried out will be theoretical and the work will be a single instrumental case study. On the other hand, the techniques that will be used will be interviews with experts in different areas related to the subject and focus groups with samples of the target audience that must be consumers of independent fashion brands and follow their social networks. / Trabajo de investigación

Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. Methodology: The Researchers followed an abductive approach and applied qualitative semi-structured interviews to collect the empirical data, and a thematic analysis strategy to analyzethe empirical data. The researchers conducted semi-structured interviews with a total of 8 millennials between the ages of 23 and 30 living in Sweden. The method of data collection recorded respondents' subjective reflections on attitudes, subjection norms, perceived behavioral control, trust and perceived risks in connections with instagram influencers’ messages. Theoretical Perspective: This study reflected on Ajzen (1991) Theory of planned behavior and extended it with psychological triggers of intention Perceived trust and risk. The researchers also reviewed existing studies on millennials’ purchase intentions as affected by social media influencers, including studies on Product Quality as well as Personal Relevance in product involvement in connection with purchase intentions. Findings and Conclusion: Respondents' attitude toward recommendations made by instagram influencers appeared to be the key factor to influence purchase intentions negatively. On the other hand, relevance in product involvement along with positive eWOM was identified to have a greater probability to influence purchase intentions positively. Social norms had no effect on purchase intention, meanwhile respondents showed very high levels of control on behavior, which led to greater probability of purchasing intentions when product interest and positive eWom are present. Perceived trust had negative effects on purchase intention due to doubt on message as well as influencer authenticity and credibility. Perceived risks had a negative effect on purchase intentions based on concerns with product quality. Both trust and risk were influenced negatively by respondents' attitudes towards instagram influencers. / Syftet: Syftet med denna forskning är att utforska effekterna av instagram-influencers meddelanden på millennials köpavsikt. Syftet är att undersöka hur de oberoende bestämningsfaktorerna för avsikter (attityd, subjektiva normer, upplevd beteendekontroll) och psykologiska positiva och negativa triggers (tillit respektive upplevd risk) påverkar dessa effekter. Metod: Forskarna följde ett abduktivt tillvägagångssätt och tillämpade kvalitativa semistrukturerade intervjuer för att samla in empiri, och en tematisk analys strategi för att analysera empiri. Forskarna genomförde semistrukturerade intervjuer med totalt 8 millennials mellan 23 och 30 år som bor i Sverige. Metoden för datainsamling registrerade respondenternas subjektiva reflektioner kring attityder, sociala normer, upplevd beteendekontroll, tillit och risker i samband med instagram influencers budskap. Teori: Denna studie reflekterade över Ajzen (1991) Theory of Planned Behavior och utökade den med psykologiska triggers av avsikt upplevd tillit och risk. Forskarna granskade också befintliga studier om millennials köpintentioner som påverkas av sociala medier-influenser, inklusive studier om produktkvalitet såväl som personlig relevans i projektengagemang i samband med köp avsikter. Slutsats: Respondenternas inställning till rekommendationer gjorda av instagram-influencers verkade vara nyckelfaktor för att påverka köpavsikter negativt. Å andra sidan identifierades produkt relevans tillsammans med positiv eWOM som faktorer med större sannolikhet att påverka köpintentioner positivt. Sociala normer hade inga effekter på köpavsikt, medan respondenterna visade mycket hög kontroll över beteendet, vilket i sin tur ledde till större sannolikhet för köpavsikter när produkt intressen och positiv eWOM är närvarande. Upplevt tillit hade negativa effekter på köp avsikten på grund av tvivel på budskap samt influencers autenticitet och trovärdighet. Upplevda risker hade en negativ effekt på köpintentioner baserat på oro för produktkvalitet. Tillit och risk påverkades negativt av respondenternas attityder till Instagram influencers.

[pt] A geração Millennials, apontada como preguiçosa e narcisista ganha nesse estudo uma nova investigação midiática, jornalística, que busca observar metodologicamente quais são as representações desse jovem no cotidiano. Especificamente contempla o aprofundamento nas pesquisas entre a ideia de trabalho para tal geração atravessada por características de lazer configurando um tipo ideal da atividade laboral. Esta tese parte de uma premissa elaborada por meio de entrevistas em profundidade realizadas no mestrado. Durante o período de produção da dissertação foi observado que os Millennials, assim mercadologicamente categorizados, apontavam no âmbito do trabalho para um aspecto típico-ideal ao qual era delineado com características e ideias lúdicas. Peculiaridades estas muito próximas da proposta oferecida pela empresa Google, que tem um jeito de trabalhar bastante particular. As representações midiáticas da empresa, por sua vez, são atribuídas a um imaginário de experiências que podem ser vistas em documentários, filmes e reportagens em geral. Ao perceber a narrativa dos entrevistados no mestrado a pesquisa de doutorado buscou analisar as contribuições neoliberais que corroboram para as mudanças na subjetividade do indivíduo configurada através das influências de forças exteriores a ele, como grandes corporações e, claro, seu próprio trabalho. A juventude diante de tais intervenções anseia por um tipo específico de trabalho e atender expectativas sociais. Decorrências distintas que revelam um cotidiano marcado por desejos e frustrações. O título da tese Realidade vs. Expectativa revela indícios de que os dados encontrados na metodologia, Análise de Conteúdo, não seguem por caminhos demarcados pela régua geracional. / [en] The Millennials generation, identified as lazy and narcissistic, gains in this study a new media and journalistic investigation, which seeks to methodologically observe what are the representations of this young man in everyday life. Specifically, it contemplates the deepening in the research between the idea of work for such a generation crossed by leisure characteristics configuring an ideal type of work activity. This thesis starts from a premise elaborated through in-depth interviews carried out in the master s degree. During the period of production of the dissertation, it was observed that the Millennials, thus categorized in the market, pointed in the scope of work to a typical-ideal aspect to which it was outlined with characteristics and ideas of leisure. These peculiarities are very close to the proposal offered by the Google company, which has a very particular way of working. The company s media representations, in turn, are attributed to an imaginary of experiences that can be seen in documentaries, films and reports in general. Upon perceiving the narrative of the interviewees in the master s degree, the doctoral research started to analyze the neoliberal contributions that corroborate the changes in the subjectivity of the individual configured through the influences of forces outside him, such as large corporations and, of course, his own work. The youth faced with such interventions yearn for a specific type of work and to meet social expectations. Different consequences that reveal a daily life marked by desires and frustrations. The title of the thesis Reality vs. Expectation reveals evidence that the data found in the methodology, Content Analysis, do not follow the paths demarcated by the generational rule.

[pt] Este estudo buscou identificar como mulheres de baixa renda, das gerações Baby Boomers e Millennials, interpretam e reagem à mudança do papel feminino nos contos de Disney e a sua influência na percepção da marca. Foram conduzidas dezesseis entrevistas em profundidade com mulheres, moradoras do Estado do Rio de Janeiro. A partir de lembranças e experiências vividas das entrevistadas em relação a marca e aos filmes, e empregando também dois filmes previamente selecionados que marcaram as duas gerações, Cinderela (1950) e Frozen (2014), foram obtidos resultados que apresentaram evidências de diferentes reações e identificações, provocadas pelas princesas nos filmes, denotando papéis sociais femininos dentro da sociedade. A geração a que pertencem e o nível socioeconômico das entrevistadas parece influenciar em suas reações. / [en] This study aimed to identify how low-income women, representatives of the Baby Boomers and Millennials generations interpret and react to the changing role of women in Disney tales and their influence on brand perception. Sixteen in-depth interviews were conducted with women from Rio de Janeiro State. From the memories and lived experiences of the interviewees regarding the brand and the films, and also employing two previously selected films that marked the two generations, Cinderela (1950) and Frozen (2014), results were obtained that showed evidence of different reactions and identifications provoked by the princesses in the movies, denoting female social roles within society. The generation to which they belong and the socioeconomic level of the interviewees seem to influence their reactions.

Faktumet att den föregående generationens arbetskraft pensioneras och blir substituerad av den nya millennials-generationen har lett till att företag upplever en förlust av ackumulerad kunskap och expertis. Denna förändring av arbetskraft är särskilt oroande för Professional Service Firms, eftersom deras främsta tillgång är deras medarbetare och expertisen kopplade till dem. Problematiken har gett upphov till The War for Talent. The War for Talent vill belysa den rådande problematiken som Professional Service Firms möter med att hitta medarbetare med adekvat och marknadsrelevant kunskap. Därför har behovet av strategier om hur man attraherar, rekryterar och behåller talanger lett till uppkomsten av forskningsområdet Talent Management. Trots områdets popularitet inom näringslivet finns det brister i vetenskapliga förankrade teorier och definitioner. Uppsatsen har därför som syfte att bidra till forskningsområdet genom att undersöka hur definitionen av talang konstrueras av svenska Professional Service Firms. Detta genomförs genom att analysera kopplingarna som finns mellan konstruktionen av millennialsgenerationen och begreppet talang. Metodologin inspireras av den kritiska diskursanalysens principer. Det empiriska materialet som har använts är hämtat från Deloittes, EY, KPMG och PwC webbplatser. Resultatet visar att det råder olika konstruktioner och diskursordningar av millennials, vilket även påverkar konstruktionen av begreppet talang. Dessa skillnader kan leda till spänningar mellan företag och potentiella arbetstagare. Uppsatsen argumenterar därför för att diskursordningarna som råder kan påverka Talent Management-strategin och bör därför has i åtanke vid utvecklingen av denna. / The fact that the previous generation's workforce is retiring and is being replaced by the new generation of Millennials has led to companies experiencing a loss of accumulated knowledge and expertise. This change of workforce is particularly worrying for Professional Service Firms as their main asset is their employees and the expertise associated with them. This problem has given rise to The War for Talent. The War for Talent wants to highlight the prevailing problems that Professional Service Firms face in finding employees with adequate and market-relevant knowledge. Therefore, the need for strategies on how to attract, recruit and retain talents has led to the emergence of the Talent Management research area. Despite the area's popularity among professionals, there are flaws in scientifically grounded theories and definitions. The essay therefore aims to contribute to the research area by examining how the definition of talent is constructed by Swedish Professional Service Firms. This is accomplished by analyzing the connections that exist with the construction of the Millennials generation. The methodology is inspired by the principles of the critical discourse analysis. The empirical material that has been used is taken from Deloitte's, EY, KPMG and PwC websites. The result shows that there are different constructions and discourse schemes of Millennials, which also affects the construction of the concept of talent. These differences can lead to tensions between companies and potential employees. The thesis therefore argues that the discourse schemes can influence the Talent Management strategy and should therefore be kept in mind when developing it.

La presente investigación tiene como objetivo determinar los factores conductuales que afectan la propensión al endeudamiento de los millennials Chiclayanos, 2022. Para lograr dicho objetivo, se aplicó una encuesta desarrollada en la ciudad de Chiclayo. La aplicación de instrumento y análisis y discusión de los resultados fueron en base a las encuestas ejecutadas, calculando el impacto de los factores conductuales en la propensión al endeudamiento. En los resultados se encontró que existe relación entre la propensión al endeudamiento con los factores conductuales, excepto en la dimensión emoción que la relación fue negativa. Adicionalmente se desarrolló la técnica de conversión logística binaria, lo cual reflejó un efecto positivo significativo de los factores conductuales con la propensión al endeudamiento. / The present research aims to determine the behavioral factors that affect the propensity to indebtedness of Chiclayanos millennials, 2022. To achieve this objective, a survey developed in the city of Chiclayo was applied. The application of the instrument and analysis and discussion of the results were based on the surveys carried out, calculating the impact of behavioral factors on the propensity to indebtedness. The results found that there is a relationship between the propensity to indebtedness with behavioral factors, except in the emotion dimension that the relationship was negative. Additionally, the binary logistic conversion technique was developed, which reflected a significant positive effect of behavioral factors with the propensity to indebtedness.

La planificación financiera ha tomado mayor énfasis dentro de la gestión financiera empresarial debido a que en ella desempeña un rol fundamental dentro de las organizaciones para proyectar resultados deseados en relación con proyecciones de venta, ingresos, activos, financiamiento, entre otros, que sean evaluados para su decisión en base a la rentabilidad que espera tener la empresa en su totalidad. Por ello, el presente estudio tiene como finalidad analizar la planificación financiera de las micro y pequeñas empresas comerciales del mercado Moshoqueque de José Leonardo Ortiz. Así mismo esta investigación es de tipo cualitativa, de nivel descriptiva, con un diseño no experimental y de corte transversal; se empleó un guía de entrevista a 10 Mypes del mercado Moshoqueque y alrededores. Obteniendo como resultado que las empresas enfocan sus actividades a la parte operativa conllevando a planificar en un corto plazo, lo cual expone a las empresas a no anticiparse a situaciones que puedan afectar su sostenibilidad y rentabilidad, al evidenciar la poca utilización de herramientas y sistemas de información para una mejor gestión de sus operaciones. / Financial planning has taken greater emphasis within business financial management because it plays a fundamental role within organizations to project desired results about projections of sales, income, assets, and financing, among others, that are evaluated for decision-based on the profitability that he expects to have the company. Therefore, this study aims to analyze the financial planning of micro and small commercial companies in the Moshoqueque de José Leonardo Ortiz market. Likewise, this research is of a qualitative type, descriptive level, with a non-experimental and cross-sectional design; An interview guide was used for 10 Mypes from the Moshoqueque market and surroundings. Obtaining as a result that companies focus their activities on the operational part, leading to planning in the short term, which exposes companies to not anticipate situations that may affect their sustainability and profitability, by evidencing the low use of tools and management systems. information for better management of its operations.

With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. Additionally, social media has developed to one of the latest and most effective communication tools, especially among Generation Y, which businesses try to take advantage of. The combination of these two instruments created product placement on social media. Extensive market research on product placement in movies and television has shown that it can be an effective marketing tool if applied correctly. However, the research on product placement on social media is limited. Therefore, this paper will investigate whether product placement on social media is as effective as in movies and television, by answering the following research question: What is the impact of product placement on social media on the end-consumer’s brand perception and purchase intention? To address this issue we developed an online survey based on the theoretical background and methodology. The target group was set to social media users of the Generation Y worldwide. Subsequently, within a timeframe of three weeks we collected 217 valid responses that were analyzed with SPSS in order to answer the research questions and give managerial implications. Our analysis shows that product placement on social media can have a positive influence on consumer brand perception and purchase intention. This is particularly compounded if the celebrity is liked. However, the analysis also indicates clear signs that the Generation Y perceives product placement on social media as unethical. However, all in all, it can be said that product placement on social media is a good marketing tool if several suggestions and restrictions are taken into account.