Purpose – This study aims to test the relationship between skepticism towards green advertisement and environmental concern, attitudes toward green products, and green purchase behaviors amongst Generation Y in Europe.Design/methodology/approach – An online survey was spread amongst people of Generation Y (defined as being born between 1980-2000) who were born or are currently living in Europe. Non-probability sampling was conducted through volunteer, snowball, and convenient sampling. A number of 431 valid responses were analyzed utilizing descriptive statistics, reliability analyses, correlation analysis, hierarchical regression analyses, and multiple linear regression analyses.Findings – Two of the three factors, namely environmental concern and green purchase behavior, are significant predictors. In contrast, attitude towards green products is no significant predictor for skepticism towards green advertisement of Generation Y in Europe. Additionally, environmental concern shows a mediation effect via attitude towards green products on skepticism towards green advertisement, yet, environmental concern is no mediator via green purchase behavior on skepticism towards green advertisement. Attitude towards green products acts as a statistically significant mediator via green purchase behavior on skepticism towards green advertisement.Practical Implications – Generation Y is an important target market. Both marketers and advertisers are recommended to evaluate their marketing strategies by considering the factors of green consumerism to decrease skepticism towards green advertising. A better understanding of environmental claims in advertising should be provided whereby consumers could identify misleading claims. Furthermore, vague and false claims should be avoided.Originality/value – This study contributes to closing the research gap by testing to which extent the three factors of green consumerism are related to skepticism towards green advertisement for Generation Y in Europe.

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The millennial generation is said to consist of all those born between the years of 1978 and 1996. The majority has come of age and has the ability to be active participants in the political community. For the past three elections they have been the democratic party biggest supporters. In the 2008 presidential election 68% of all Millennial voters voted for Barack Obama. Millennials are also reporting to be less religious and more spiritual. They are attending religious services less frequently and identify with religious denominations less often. Throughout American history, religion is known to have an effect on political ideologies. So with Millennials religiosity changing, does their religiosity have any effect on their political ideology? The purpose of my research is to examine the religious ideologies of Millennials and see how they are affecting their political ideologies. To collect my data I have surveyed 380 Millennials. I choose to take a quantitative approach to this research project and use statistics as the basis of my analysis. My research is important to my discipline as well as my society because it closes the gaps between existing research of the Millennial generation. This research also contributes to literature because it is important to understand the political and religious views of the upcoming generation. Millennials have the ability to make huge political statements, and their decisions, attitudes, and behavior will significantly impact the future of the United States.

The Miseducation of Simon Kraus is a feature-length film produced, written, directed, and edited by Michael J. Diaz as part of the requirements for earning a Master of Fine Arts in Film & Digital Media from the University of Central Florida. The thematic aim of the film is to paint a portrait of the Millennial Generation on the microcosm, by following the story of an apathetic protagonist whose dreams and ambitions are threatened by his own character. The statements, documents, and images contained herein serve to record the experience and motivation behind the film.

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Sverige kommer inom en snar tid att stå inför stora förändringar på arbetsmarknaden gällande generationer. Baby boom generationen kommer att gå i pension och arbetsmarknaden tas över av generation X och Y. Genom att baby boomers lämnar arbetslivet och tar med sig sina kunskaper, blir det ett stort tomrum som kan vara svårt att fylla av de nästkommande generationerna. Emellertid har generation X och Y andra kunskaper som baby boomers saknar. Karakteristiska värderingar återfinns hos de olika generationerna, exempelvis värdesätter baby boomers hårt arbete och lojalitet. Generation Y tycker däremot att tillfredställelse i arbetet samt fritid är av betydelse. Vårt syfte är att undersöka huruvida det finns skillnader mellan generationerna inom arbetslivet kring värderingar och attityder. Värderingar kan liknas vid begreppet organisationskultur eftersom det hjälper medarbetare att få en känsla av identitet och samhörighet inom arbetslivet. Detta leder till gemensamma mål och visioner, vilket på sikt ökar produktiviteten. Både en kvalitativ samt kvantitativ metod tillämpades, vilket genomfördes med hjälp av tre intervjuer samt 68 enkäter på både kundsupport och bankkontor. Undersökningen visar att det inte finns stora skillnader mellan generationernas värderingar och attityder inom den undersökta banken. Organisationskulturen är stark vilket leder till att värderingarna inte syns. Fortsättningsvis visar resultatet att kulturen är starkare än egenskaperna som är karakteristiska för varje enskild generation. Resultatet visar slutligen att ett flertal av de teoretiska värderingarna inte stämmer överens med medarbetarnas svar. Det finns en märkbar skillnad mellan de båda avdelningarna, vilket kan förklaras genom arbetsgruppens storlek samt den egna organisationskulturen. / Within a short time, Sweden will be undergoing major changes on the labor market regarding generations. The Baby boom generation will retire soon and the labor market will mostly consist of Generation X and Y. By leaving the labor market, the Baby boomers are taking their knowledge with them; consequently there will be a huge void, which can be difficult to fill by the next generations. However, Generation X and Y have other knowledge, which the Baby boomers lack. Characteristic values are found among the generations. The Baby boomers value hard work and loyalty while Generation Y value a balance between the private and working life. Our purpose is to examine whether generational differences in the workplace on values and attitudes exist. Values can be similar to the organizational culture because it helps the employees to gain a sense of identity and belonging in the workplace. This leads to common goals and visions, which eventually increases productivity. Qualitative and quantitative methods were used, which was implemented through three interviews and 68 surveys on both the customer service and bank office. The study shows that there are not major differences between the values and attitudes of the generations within the examined bank. The organizational culture is strong, leading to values being hidden. Furthermore, the result shows that the culture is stronger than the traits, which are characteristic of each generation. Lastly, the results indicate a number of the theoretical values do not agree with what the employees responded. A notable difference between the two departments can be explained by the size of the working group and their own organizational culture.

Idag talas allt mer om människans betydelse i organisationer. Detta innebär ett nytt fokus på individens betydelse för den enskilde organisationen där allt fler idéer växer fram om hur man ska utforma, styra och leda sina organisationer för att kunna attrahera och behålla personal. Syftet med uppsatsen är därför att, genom ett socialkonstruktionistiskt perspektiv, studera fenomenet Generation Y och hur detta fenomen visar sig som en managementidé samt vad detta innebär för organisationer. Syftet innefattar också att förstå hur organisationer kan hantera och förhålla sig till managementidén.I studien introduceras hur institutionell teori kan hjälpa oss att förstå vilka krafter som påverkar organisationer till att adoptera idéer om förändring och förnyelse. Vi kan också med hjälp av institutionell teori förstå hur organisationer blir allt mer lika varandra. Detta underlättar spridning av idéer men försvårar för det organisatoriska översättningsarbetet av dem. Studien ifrågasätter till viss del institutionell teori för dess syn på organisationer som passiva mottagare genom att dels presentera ett alternativt resonemang, och dels resonera utifrån fynd i den empiriska undersökningen.Empiri samlas in genom en fokusgruppdiskussion där alla deltagare befann sig i ledande position inom offentliga verksamheter. Urvalet gjordes då chefer anses ha ett särskilt ansvar för organisationers utformande. Empirin utgörs också av vetenskaplig forskning och material från konsulter. Empirin analyseras utifrån en hermeneutisk ansats med fokus på tolkning och förståelse ur ett institutionellt perspektiv.Studien visar att det finns en uppfattning om att Generation Y är annorlunda gentemot tidigare generationer samtidigt som denna uppfattning problematiseras av såväl forskare som studiens deltagare. Fenomenet kan ses som en managementidé då det antagit en universell form av en idé som berättar hur organisationer bör utforma sina verksamheter. Deltagarna beskriver svårigheter att tillämpa idén i sina organisatoriska kontexter. Vi hävdar att organisationer kan hantera managementidén Generation Y genom god translatorkompetens alternativt genom organisatoriskt hyckleri där organisatoriskt självförtroende ses som nödvändigt för att lyckas med dessa hanteringar. / Today, increased attention is paid to man’s role in organizations. Thismeans a new focus on the individual’s importance for organizations,whereof ideas about how to design, manage and lead organizations inorder to attract and retain staff are emerging. The aim of this paper is to,through a social constructionist perspective, study the phenomenonGeneration Y, how this phenomenon manifests itself as a managementidea, and what this mean for organizations. The objective also includesunderstanding how organizations can manage this management idea.The study introduces institutional theory and explains how it can help us understand forces that affect organizations to adopt ideas of change and renewal. With the help of institutional theories we also understand how organizations increases in similarity. This facilitates dissemination of ideas, but makes the organizational work of translation more difficult. To some extent, the study questions institutional theory for its understanding of organizations as passive recipients, partly by presenting an alternative argument, and partly by reasoning from the findings of the empirical study.Empirical data is collected through a focus group discussion where all participants work as managers in public organizations. This selection was made as executives is regarded to have a particular responsibility in organizational configuration. Empirical data also consists of scientific research as well as materials from consultants. The empirical data are analyzed from a hermeneutic approach with a focus on interpretation and understanding through an institutional perspective.The study shows that there is a perception of Generation Y being different from previous generations, allthough this view is problematized by both researchers and focus group participants. The phenomenon can be seen as a management idea, beacuse its universal form of an idea that explains how organizations should manage their activities. The participants describe difficulties in applying the concept in their organizational contexts. We argue that organizations can manage this management idea through good translation alternatively by organizational hypocrisy. Organizational self-confidence is seen as essential for the success of these operations.