This thesis studies the effects of greenwashing in the fashion industry on the Generation Z cohort. It aims to understand the behaviors, motivations, attitudes, and processes behind their clothing shopping habits, including external and internal factors. It seeks to broaden the discussion around greenwashing in the 21st century, especially in the current age where firms are being evaluated on their Environmental, Social, and Governance practices. Therefore, it includes an extensive research background, including a brief history of greenwashing as a marketing tactic, the fashion industry, a study of clothing supply chains, and finally background information on Generation Z and their generational characteristics.This, as well as the small research study conducted at Boston College, all inform the conclusions of this study. / Thesis ( BA ) — Boston College, 2022 . / Submitted to: Boston College. College of Arts and Sciences . / Discipline: Departmental Honors . / Discipline: Environmental Studies .

This thesis studies the effects of greenwashing in the fashion industry on the Generation Z cohort. It aims to understand the behaviors, motivations, attitudes, and processes behind their clothing shopping habits, including external and internal factors. It seeks to broaden the discussion around greenwashing in the 21st century, especially in the current age where firms are being evaluated on their Environmental, Social, and Governance practices. Therefore, it includes an extensive research background, including a brief history of greenwashing as a marketing tactic, the fashion industry, a study of clothing supply chains, and finally background information on Generation Z and their generational characteristics.This, as well as the small research study conducted at Boston College, all inform the conclusions of this study. / Thesis ( BA ) — Boston College, 2022 . / Submitted to: Boston College. College of Arts and Sciences . / Discipline: Departmental Honors . / Discipline: Environmental Studies .

Aktiemarknaden har blivit allt mer tillgänglig med åren och mer förutsägbar i takt med digitaliseringen, vilket gynnar de yngre investerarna. Överlag uppvisar Generation Z en högre närvaro på marknaden, vilket kan bero på den ökade tillgången till information som leder till en ökad aktivitet inom investeringar. Studien syftar till att undersöka hur Generation Z investerar jämfört med Millennials, Generation X och Baby Boomers samt att identifiera möjliga faktorer som påverkar utfallet av deras aktieportföljer.Studien tillämpar en kvantitativ metod som följer en deduktiv ansats. Hypoteser formuleras med utgångspunkt ur teorier som Modern portföljteori, risktolerans kopplat till ålder och Investor Attention. Fenomenet undersöks genom att samla in data via enkäter. Enkäten distribueras till studiens målgrupp som är Generation Z i Sverige, genom ett bekvämlighetsurval. Vidare ställs sekundärdata mot primärdata för att diskutera hur faktorer som påverkan av andra investerare och uppskattad risktolerans skiljer sig mellan generationerna. Sekundärdatan behandlas genom att genomföra en deskriptiv innehållsanalys, där innehållet sedan presenteras som kategorier i resultatet. Genom sekundärdata presenteras även portföljvärdet för Generation Z, Millennials, Generation X och Baby Boomers. / The stock market has become increasingly accessible over the years and more predictable with the advancements in digitalization, benefiting younger investors. Overall, Generation Z shows a greater presence in the market, which could be attributed to the increased access to information leading to heightened investment activity. The study aims to examine how Generation Z invests compared to Millennials, Generation X and Baby Boomers, and identify possible factors influencing the outcomes of their stock portfolios. The study applies a quantitative method following a deductive approach. Hypotheses are formulated based on theories such as Modern Portfolio Theory, risk tolerance linked to age, and Investor Attention. To investigate the phenomenon, data is collected through surveys. The survey is distributed to the study's target group, which is Generation Z in Sweden, through convenience sampling. Furthermore, secondary data is compared to primary data to discuss how factors like the influence of other investors and perceived risk tolerance differ among generations. Secondary data is processed by conducting a descriptive content analysis, where the content is then presented as categories in the results. The secondary data also presents portfolio values for Generation Z, Millennials, Generation X, and Baby Boomers.

This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed. / Master of Arts / This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

Datum:                                             2024-05-29 Nivå:                                                 Kandidatuppsats i Företagsekonomi, 15 hp  Institution:                                       Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Författare:                                       Tara Eliassi                              Tina Modarresi                                                                                              (xx/xx/xx)                                (xx/xx/xx)                                         Titel:                                                Generationsbaserade skillnader i digital kompetens på arbetsplatser; en                                                                  kvalitativ studie som undersöker skillnader i digital kompetens mellan                                                           Generation X och Generation Z samt ledares hantering av dessa. Handledare:                                    Konstantin Lampou  Nyckelord:                                       Digital kompetens, Generation X, Generation Z, Ledarskap, Digital teknik,                                                           Generationsskillnader Forskningsfrågor:                           Vilka skillnader finns det i digital kompetens mellan Generation X och                                                           Generation Z på arbetsplatser? Hur hanterar ledare skillnaderna i digital                                                           kompetens mellan generationerna? Syfte:                                                Syftet är att undersöka och kartlägga de skillnader som finns i digital                                                           kompetens mellan Generation X och Generation Z på arbetsplatser, samt                                                           undersöka hur ledare hanterar dessa skillnader. Genom att identifiera och                                                           förstå de specifika digitala färdigheterna och förväntningarna hos dessa                                                           två generationer, ska studien även bidra med insikter om hur ledare                                                           hanterar dessa. Metod:                                             Studien bygger på abduktiv ansats och är av kvalitativ metod. Empiri har                                                           insamlats genom tio semistrukturerade intervjuer. Slutsats:                                           Studien har funnit att Generation X i större utsträckning föredrar                                                             traditionella arbetsmetoder, medan Generation Z föredrar snabb digital                                                            kommunikation. Ledare behöver vara öppna och anpassningsbara för att                                                            kunna skapa en inkluderande arbetsmiljö som möter båda generationernas                                                             olika behov.

Denna studie undersöker generation Z kvinnors konsumtionsbeteende i förhållande till secondhand. Secondhand blir alltmer populärt och uppmärksammas som en större del i unga kvinnors konsumtion. Generation Z och secondhand är ett relativt outforskat område. Genom att undersöka generation Z kvinnor bidrar vi till den sociologiska forskningen genom att tillföra mer kunskap om området, secondhandkonsumtion. I studien tillämpades forskningsansatsen grundad teori. Datainsamlingen genomfördes med hjälp av fem skuggningar och informella intervjuer, tre semistrukturerade intervjuer samt en fokusgrupp. Resultatet visar på huvudangelägenheten om hur generation Z kan konsumera utan dåligt samvete, vilket besvaras av kärnkategorin sköna känslor som täckmantel. Sköna känslor som täckmantel innefattar att generation Z erhåller känslor av tillfredsställelse vid secondhandkonsumtion som tillämpas för att komma undan det dåliga samvetet som konsumtion tenderar att medföra. Resultatet visar tre huvudkategorier, billigare pris som lockar, att göra ett fynd och cirkulär konsumtion vilka är de främsta motiven till att vilja konsumera secondhand. Slutligen framkom fem bakgrundskategorier, varav ändamålsanvändning, noggrannhet, oförutsägbart utbud och fönstershopping betraktas som instrumentella och trendig shopping som kontextuell. Resultatet undersöks med hjälp av Baumans teori om flytande modernitet, konsumtionssamhället och konsumism.

Purpose: This study investigates the hedonic shopping values of Generation Z in the context of online second-hand fashion shopping, focusing on how environmental concerns, ethical reverence, and cost considerations influence their behaviors. This study delves into the existing research gaps by examining the complex interplay between hedonic values and pro-environmental behaviors, especially among younger consumers. Theoretical background: Background and theory highlight the increasing consumer awareness regarding the environmental impacts of fast fashion, leading to a shift towards sustainable alternatives such as second-hand shopping with low costs as a priority. The sections note that this trend is particularly pronounced among Generation Z, a demographic known for their digital nativity and strong ethical consciousness. Theoretical foundations address the high consumption of textiles and the corresponding environmental impact, underscoring the importance of promoting a circular economy in Sweden. Method: The quantitative data was collected through online surveys, which yielded 388 responses and was analyzed using SPSS. The results of all four hypotheses were accepted through Cronbach’s Alpha and Pearson Correlation Coefficient, and further analyzed through a regressionanalysis. Result & Conclusion: The results showed that all four hypotheses were accepted, with Hypothesis 3 having the weakest connection regarding the hedonic shopping value in the context of online second-hand purchases. Generation Z demonstrates an ability to prioritize ethical reasons over personal reasons and pleasure in their purchases, creating a complex paradox that influenced the conclusion and led to an updated conceptual framework where ethical reverence is no longer linked to Hypothesis 1, despite the general presence of hedonic shopping value among Generation Z. Future research is recommended to compare Generation Z with other demographic groups and conduct in-depth studies to observe how behavior changes over time within the same context.

Background: Generation Z is the first generation to grow up with the Internet as a part of their daily lives, shaping their investment behavior. They favor innovative investments, contrasting Generation X’s preference for stable portfolios. The younger generation displays irrational behavior, contributing to market volatility. Sweden is facing higher interest rates after a prolonged period of low rates. Despite rising interest rates, young shareholders are increasing.  Purpose: This study aims to explore how psychological biases affect investors’ trading activity and the impact of psychological biases on Generation Z and Generation X during elevated interest rates. It focuses on three behavioral biases: overconfidence, herd behavior, and loss aversion. With the growing involvement of young investors in the financial market, this study aims to provide insights for investors, decisionmakers, and other stakeholders to raise awareness of the effects of psychological biases in investment decisions. Method: This study used a quantitative strategy to apply a positivistic, deductive research approach. The data was collected through a survey where which 132 respondents participated. The empirical data was analyzed using simple linear regression, binary logistic regression, and Mann-Whitney U-test.  Conclusion: The results support some of the hypotheses. Results indicate a significant influence of overconfidence on investment behavior and that Generation Z showed larger tendencies of overconfidence than Generation X. Herd behavior affects investment behavior but no generational differences could be found. Additionally, Generation Z was less loss-averse compared to Generation X, although it does not impact investment behavior.

This study explores Generation Z’s attitudes towards the use of humor and memes in brand communication on TikTok. Despite controversies surrounding the plattform, involving both legal matters and privacy concerns, the app is growing rapidly. This has led to at least five million companies present on the platform, as it has grown to become an important tool to evolve the corporate identity through branding and interactions. Through the theoretical frameworks encoding/decoding and Corporate Identity Theory, the essay examines Generation Z’s perceptions and preferred communication strategies in the digital age. Through a thematic analysis of the qualitative material gathered from eleven semi-structured interviews, the study reveals that humor and memes in corporate communication promotes engagement. However, to receive positive attitudes from our selection of Generation Z, the contextual relevance in regards to current trends in pop cultural media as well as alignment with brand values is crucial. The lack of these factors can result in negative attitudes and brand avoidance. Representatives of Generation Z also believe that the boundary for inappropriate use of humor and memes is defined by the seriousness of the organization, avoidance of offensive content and consideration of the brand’s interpretive authority and identity

Climate change and climate protection are issues that society must urgently address. It istherefore even more important to promote and advocate for a sustainable lifestyle. In thisscientific paper, I aim to explore approaches to make social media advertising moreeffective in reaching the sustainable values of Gen Z. Since Generation Z is particularlyopen to sustainable lifestyles, this work will reflect their perspective.To answer the research question, a qualitative methodology was employed, involvinginterviews with 13 participants born between 1995 and 2010. The analysis of the collectedempirical data shows that Gen Z places great value on sustainability, but the issue lies inthe reachability of advertising.Social media marketing strategies such as Paid Media and Content Marketing seem tohave a positive effect on the participants. A balance between content with informationand entertainment also shows potential for success, considering their short attention span.Furthermore, the analysis highlights the importance of incorporating both strong (creativeand adventurous) and weak characteristics (impatient, FOMO1, and short attention span)as well as the values they share (equality, diversity, LGBTQ+2, tolerance, andacceptance).These empirical findings should provide options and serve as inspiration for companiesthat already act sustainably and want to promote and advertise a sustainable lifestyle moreeffectively in relation to Gen Z to raise sustainable awareness.