Small apparel retailers face extreme competition with larger retailers. Large retailers have the upper hand in resources to stay updated with various trends, specifically social media. Social media has lowered the barriers to enter the retail industry. However, once these small retailers enter, half of them fail because they don't attract and retain customers. Small-medium enterprises (SMEs) greatly impact the economy, so it is important to study various facets of their business to increase performance. The purpose of this study is to investigate customer's development of social capital (i.e. affiliation, responsiveness, shared values, norm of reciprocity) in small apparel retailer's Instagram page that ultimately lead to purchase intentions for the retailer. Perceived benefits (i.e. perceived usefulness, perceived enjoyment) are also investigated in relation to purchase intentions. More specifically, social bonding, brand identification and trust are examined as mediating variables between the perceived level of social capital, perceived benefits and purchase intentions. Over a 3-month period, 200 responses were collected from students at a southern university. The findings reveal that younger customers develop a relationship with retailers on Instagram and it transfers to behavioral outcomes towards the retailer. The theoretical contribution of this study draws from the lack of literature for small apparel retailer and social capital built in Instagram, leading to purchase intentions. Managers can implement the findings into their social media marketing strategies to improve business performance. Lastly, this study has methodological limitations that creates opportunity for future studies.

The purpose of this thesis ‘Sustainable conscious fashion consumption from the perspective of Generation Z - With a focus on motivations’ is to provide the reader with deeper knowledge about Generation Z’s perception of sustainable conscious fashion and what motivates them to choose sustainable consumption. Further, this research gives insight into the decision process among Generation Z regarding fashion apparel. The thesis is based on two research questions which are (1) What are the motivations to consume sustainable conscious fashion among Gen Z and (2) How do psychological factors influence Gen Z decisions to consume sustainable conscious fashion? To be able to complete this thesis and answer the research questions, relevant theories have been analyzed and incorporated to create an understanding when analyzing the empirical data. The thesis was conducted using a deductive approach and a qualitative research method to acquire primary data. The data collection has been accumulated by doing semi-structured interviews with the aim to gain in-depth knowledge about Gen Z motivations to consume sustainable conscious fashion. The literature review includes theories that are in relation to the topics of (1) Sustainability, (2) Generation Z, and (3) Psychological Factors such as self-image and cognitive dissonance. Based on the literature review a conceptual framework (Figure 2.1) was created in which the liaisons between the different theories have been presented. The interview guide was created in accordance to the operationalism in order to present the empirical data in chapter 4, ‘Empirical findings’.Thereafter, an analysis based on the empirical findings are discussed in relation to previously presented theories in the literature review. It is concluded that the primary motives for purchasing apparel among Generation Z are to strengthen their self-image, whether it is to fit in or stand out. The generation cares about sustainability, which is expressed by purchasing eco-friendly foods and by considering their choices of transport. The findings show there is a lack of information provided by retailers and authorities, which translates into the consumers not being able to make sustainable choices regarding fashion consumption.

Purpose: The purpose of the paper is to find solutions to increase the purchase intention of HIP’s and encourage Generation Z to influence todays’ customers to buy online as well as to purchase in future online when they become relevant customers in the new-car market, and to enable car manufacturers to use the potential of increased margins and sales, of online shopping in the car industry. Design/Methodology/Approach: The structure was followed by a deductive approach. Moreover, a quantitative approach was applied in the form of a questionnaire based on 5 hypotheses with 200 valid responses. The programs for the analysis are AMOS-SEM. Findings: Evidence has shown a positive relationship between variables in the hypotheses.The attitude and subjective norms, affected by behavioral beliefs and normative beliefs, of Generation Z affected the purchase intention of Generation Z, towards online purchase of HIP’s, positively and enabled them to act as influencers. Research Contributions/Limitations: The contribution highlights that, Generation Z as influencers of today and the future customer, could change consumer behavior towards online purchase of HIP’s, which help car manufacturers improve their online sales and grow their business. The research is limited to 200 people that are representative for Generation Z. Practical Implications: The results contribute important insights of selling HIP's online to Generation Z. Furthermore, the implications are developed to decrease the perceived risk of buying cars online. Value: The study about Generation Z, as influencers of today and future customers for online purchase of HIP's and specifically cars, indicated that there is a lack of scientific studies on this specific field. Therefore, the value of the study is based on new findings to help car manufacturers create a better experience for customers and increase their online sales on the new-car market. Keywords: E-commerce, Customer Experience In Online Shopping, Generation Z, Consumer Behavior Toward Online Shopping, High Involvement Products, New-Car Market

Background: Brands have started paying attention to brand authenticity since consumer demand for authenticity is increasing. Especially Gen Z is constantly seeking for authentic, inclusive, and diverse brands as they are the first generation to choose brands based on authenticity. Especially the LGBTQ community’s representation in advertising is often perceived as inauthentic and superficial. Since Gen Z is not only a big consumer of fast fashion but also the first to include fast fashion as part of their everyday life, the fast fashion industry is required to be more authentic in its use of LGBTQ in advertising. Purpose: The purpose of this study is to explore how Gen Z perceives LGBTQ images in fast fashion advertising and how this impacts brand authenticity. Method: For this study, an exploratory research design with a qualitative approach was applied. Using an abductive approach, existing literature was used as a basis to create the conceptual model of this study. Further, a fictional fast fashion brand including five advertisements were created and presented to twenty informants during semi-structured interviews to gain a more in-depth understanding of the research problem. Conclusion: The study found that Gen Z’s perceptions of LGBTQ images in fast fashion advertising can be classified into three categories: positive, neutral, and negative perceptions. Informants with a positive perception perceived the brand to be authentic whilst informants with a negative perception the opposite. Since informants with a neutral perception sometimes had similar perceptions as the informants with a positive or negative perception, no clear answer on their perception of brand authenticity can be given.

With the increased focus on climate change, sustainability has become a common term for both organizations as well as consumers. The clothing industry is one of the industries that have the biggest negative impact on climate change. Still, the fast fashion business, based on cheap materials and low production costs, continues to thrive. The clothing companies stand before an increased review from society and are therefore forced to work with sustainability and acceptance. Depending on how the companies handle their communication with regards to sustainability, their consumers are put at risk of being subjectable to greenwashing, since the companies regard themselves to be more sustainable than they are. Generation Z consists of people born between the years of 1995 to 2005 and they were born into the so-called climate crisis. Generation Z is ultimately the generation that will live during the unpredictable future due to climate change. This makes the generation the most environmentally conscious generation yet. Still, the generation is the world’s largest group of consumers, and a large part of their identity lies within how they dress. This study aims to examine how generation Z, as an environmentally conscious group with a lot of purchasing power, perceives the Swedish fashion brand's communication about sustainability. The study is based on a quality method, using focus groups to gather data. This method is chosen since the aim is to analyze generation Z perception, feelings, and ideas. The theory studies terms within the roam of sustainability, both in the Swedish fashion business and as well as marketing. How Swedish fashion companies communicate their work on sustainability and how this is perceived by generation Z is presented via “a linear model of communication”. The result of the study shows that all the respondents have a similar perception of how confidence-inspiring the fashion business combination on sustainability is. Previous research has described generation Z as a consumer group that highly values sustainability, this is in line with the results of this study. The respondents describe that they consume sustainably by shopping second-hand but finds it hard to do sustainable choices when shopping for newly produced clothes. Fashion companies in the fast fashion sector that work with sustainability limited areas of the organization have low to no credibility from the respondents. The will to consume sustainably produced clothes is hindered by the fact that the respondents lack the trust for the actual sustainability in the products and production chain. The respondents seek companies with transparency, since thisincreases their trust and fulfills their will to consume sustainably. / I takt med att vår klimatpåverkan ökar har hållbarhet blivit ett uppmärksammat begrepp hos såväl organisationer som hos konsumenter. Modebranschen är en av de branscher som har störst negativ påverkan på miljön, trots detta fortsätter den så kallade fast fashion-industrin, baserad på billiga material och tillverkningskostnader, att blomstra. Modeföretagen står samtidigt inför en ökad granskning av samhället och tvingas att arbeta med hållbarhet för att få acceptans. Beroende på hur företagen väljer att kommunicera sitt hållbarhetsarbete riskerar konsumenterna att bli utsatta för greenwashing, då företagen anser sig vara mer hållbara än vad de egentligen är. Generation z, personer födda mellan åren 1995–2005, är födda in i den så kallade klimatkrisen samt är också den generation som ska leva i en orolig framtid med växande klimatförändringar. Detta resulterar i att målgruppen är den hittills mest kritiska och miljömedvetna av alla generationer. Samtidigt är målgruppen världens största konsumentgrupp och är måna om att skapa sin identitet genom vad de klär sig i. Studien syftar till att undersöka hur generation z som köpkraftig och miljömedveten målgrupp uppfattar de svenska modeföretagens hållbarhetskommunikation. Forskarna har valt en kvalitativ forskningsmetod med fokusgrupper som insamlingsmetod eftersom studien syftar till att på ett djupgående sätt undersöka generation z:s uppfattningar, känslor och idéer. Teorin belyser begrepp som berör området hållbarhet i den svenska modebranschen och hållbar marknadsföring. Hur svenska modeföretag kommunicerar hållbarhetsarbetet och hur detta tolkas av generation z presenteras via kommunikationsmodellen “A linear model of communication”. Resultatet av studien visar att samtliga respondenter har liknande uppfattningar om hur förtroendeingivande modebranschens hållbarhetskommunikation är. Tidigare forskning beskriver generation z som en konsumentgrupp som värderar hållbarhet högt vilket stämmer överens med studiens resultat. Respondenterna beskriver att de handlar mycket hållbart i form av second hand men anser att det är svårt att göra hållbara val av nyproducerade plagg. Modeföretag verksamma inom fast fashion-industrin som arbetar med hållbarhet inom begränsade delar av organisationen har lågt eller inget förtroende hos representanterna. Viljan att handla nyproducerade hållbara plagg hindras av det faktum att respondenterna inte litar på graden av hållbarhet i produkterna och produktionskedjan. Greenwashing är ett begrepp samtliga respondenter är bekanta med vilket minskar förtroendet för företagen eftersom det är vanligt förekommande inom modebranschen. Samtliga respondenter efterlyser transparens hos företagen vilket skulle öka deras förtroende och vilja att konsumera hållbart.

This diploma thesis deals with the attitude of the Z generation to Czech documentary films and series. The aim of the work is to describe the common tendencies of the whole generation Z or its subgroups within their attitude to Czech documentary production. The research method for determining the attitude of this generational cohort is a questionnaire survey. In the beginning the Z generation is characterized, its formants and basic characteristics are analyzed. One of the subchapters also focuses especially on the Czech generation Z. In the theoretical part space is also devoted to documentary production, specifically its characteristics, typology and history of documents. The genre of the document is presented both in the global context and also in the Czech environment in the work. The practical part describes the research which has the form of a questionnaire survey. The results are presented for each evaluated question separately while at the end there is a collective summary with the most important and interesting findings from the research.

Background: In recent years, a new generation has rapidly entered the workforce and when this happens it is assumed that some level of disruption will come along. Since Generation Z have only been in the workforce for short amount of time, there is a lack of crucial research regarding their perceived experiences. Because different generations are assumed to have different values, a prominent challenge for organizations is how to correctly lead them. In other words, leadership preferences may differ when a new generation comes into play. Problem: As of today, there is a substantial knowledge gap regarding Generation Z preferred leadership styles among entry-level jobs. This knowledge gap can cause devastating effects for future organizations. Generation Z is a force to be reckoned with and shall soon become a prevailing member of the labor market in the near future. Purpose: The purpose of this study was to analyze the Swedish Generation Z preferred leadership styles, based on lived experiences in an entry-level job and to what extent they prefer transformational, transactional or laissez-faire leadership. The findings are expected to contribute to existing and new theoretical insights regarding Gen Z leadership preferences. Method: The research was conducted through seven qualitative semi-structured, open-ended interviews, which were analyzed using interpretive phenomenological analysis (IPA). Results: The findings described Generation Z ideal leader based on their thoughts and lived experiences. Gen Z prefers a leader that displays individual consideration, inspires followers and acts as a role model. These characteristics traits bare close resemblance of a transformational leader compared to transactional or laissez-fair leader. Acknowledging these results could contribute to a competitive advantage for organizations during their recruitment and development phase of Gen Z employees.

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.

In the period 2005-2010 the Czech Republic has exhibited a growth in computer and Internet usage across society. As is to be expected from the literature, younger generations, especially what has been termed Generation Z, show significantly higher levels of computer literacy than older generations. Computer literacy is also at the highest level among the most highly educated and among households with children. Government policies to increase computer literacy have had positive effects, however they have only been a partial success. All schoolchildren have access to computers and the Internet, however there have been no effective policies for increasing computer literacy among the adult population. The result of this lack of policy is that the Czech Republic, in a position common to much of Europe, failed to meet the challenges of the Lisbon Strategy and will likely fail to meet the targets of Europe 2020.

Problem Att få användarna i hushåll att konsumera och använda el hållbart är en del av utvecklandet av ett smart elnät. Detta menar man ska möjliggöras med tekniska lösningar, som digitala verktyg. Forskning menar dock att vi måste förstå mer än bara möjligheten och belyser vikten av att förstå hur digitala verktyg ska användas för att möjliggöra ett smart elnät. Vi bör inte bortse ifrån är att digitala verktyg står i relation till användaren och kräver därmed förståelse för användarens behov och hur dessa kan bemötas med digitala verktyg för att användaren ska konsumera och använda el hållbart. Syfte Studien syftar till att öka förståelsen för hur och varför universitetsstudenter av Generation Z resonerar och agerar som de gör kring sin elkonsumtion och elanvändning i hemmet. Detta för att förstå deras behov kring deras elkonsumtion och elanvänding och belysa hur de ska konsumera och använda el hållbart med hjälp av digitala verktyg. Metod Studien bygger på en kvalitativ studie baserad på en abduktiv ansats där data bygger på enskilda semistrukturerade intervjuer med universitetsstudenter av Generation Z för att förstå hur de förhåller sig till sin elanvändning och elkonsumtion. Innehållsanalys har sedan tillämpats. Slutsats Uppsatsens resultat visar på att gruppen inte gör många aktiva beslut för att konsumera och använda el hållbart till följd av deras attityd vilket kan förklaras med deras bekvämlighet och okunskap. Detta är något digitala verktyg kan bemöta genom att på ett tvingande sätt driva ett hållbart beteende. Vi ser därför att ett smart elnät kan möjliggöras med passiv användare som konsumera och använder el på ett hållbart sätt som är värdefullt för dem.