Syftet med studien är att undersöka huruvida det finns likheter och skillnader mellan generationerna X (1960-1980) och Z (1995-2012) gällande arbetsmotivation. Följaktligen ligger intresse för studien att undersöka huruvida värderingar skiljer i vilka faktorer som är mest centrala för arbetsmotivationen. Tidigare forskning anses vara tvetydig och därmed bidrar denna studie till ökad förståelse av forskningsämnet. Studien har genomförts utifrån en kvalitativ metod och dataanalysen har genomförts utifrån tematisk analys. Intervjuerna genomfördes med tolv respondenter, varav sex var från vardera generation som tillhör företagen Structor och Volkswagen finans. Detta analyserades därefter utifrån teorierna tvåfaktorsteorin, Maslows behovshierarki, Self determination theory och McClellands motivationsteori samt tidigare generationsforskning.  Studien identifierade likheter och skillnader mellan generation X och Zs arbetsmotivation. De faktorer som identifierades bland generation Z är flexibla arbetsuppgifter, relationer med kollegor, kontinuerlig feedback samt meningsfulla arbetsuppgifter. De faktorer som identifierades bland generation X är liknande men ur olika perspektiv. Generation X ser feedback som ett slags erkännande snarare än bekräftelse, relationer ses ur ett arbetsperspektiv samt att de är självsäkra i sin kompetens och föredrar ansvarsfrihet i sitt arbete. Slutligen visar det sig att bägge generationerna vill nå en personlig utveckling och föredrar meningsfulla arbetsuppgifter, vilket tyder på att deras motivation främst baseras på inre motivationsfaktorer. / The purpose of this study is to investigate whether there are similarities and differences between generation X (1960-1980) and generation Z (1995-2012) regarding work motivation. Consequently, there is interest in the study to examine whether values ​​are sent in which factors are most central to work motivation. Previous research is ambiguous and thus this study contributes to an increased understanding of the research topic. The study has been carried out on the basis of a qualitative method and the data analysis has been carried out on the basis of thematic analysis. The interviews were conducted with a total of twelve respondents, six of them were from each generation belonging to the company Structor and Volkswagen finans. This was then analyzed on the basis of the theories such as two factor theory, Maslow's hierarchy of needs, Self determination theory and McClelland's motivation theory as well as previous generational research. The study identified differences and similarities between Generation X and Z's work motivation. The factors identified among generation Z are flexible work tasks, relationships with colleagues, continuous feedback and meaningful work tasks. The factors identified among generation X are similar to generation Z but from different perspectives. Generation X sees feedback as a kind of recognition rather than confirmation, relationships are seen from a work perspective and that they are confident in their skills and prefer discharge in their work. Finally, it turns out that both generations want to achieve personal development and prefer meaningful tasks, indicating that their motivation is primarily based on internal motivational factors.

The environmental issue is more relevant and important than ever. As society’s awareness of environmental issues has gained, consumers’ and companies’ concerns aiming for a positive environmental impact have increased to save our planet. Eco-labels are common in grocery stores, where the labels guide consumers to choose an environmentally friendly alternative. However, consumers’ actions do not seem to correspond to their attitudes and intentions regarding environmental issues related to food products. This study investigates consumers’ attitudes towards eco-labels between Generation X (1965-1980) and Generation Z (1995-2002). Furthermore, this study aims to present, analyze, and compare somewhat differences and similarities in their attitudes, buying intentions, and purchase decisions. The theoretical framework is based on the theory of planned behavior by Azjen (1991) and the analytical framework, motivational and behavior, by Moisander (2007). In addition, the theoretical framework is complemented by concepts and theories within attitudes, eco-labels, and the attitude-behavior gap. The thesis is based on a qualitative research method with semi-structured interviews. The thematic analysis emerged five themes: environmental knowledge, motivation, buying intention, consumers’ behavior, and consumers’ understanding of eco-labels.  The paper concludes that the attitude-behavior gap occurs in Generation X and Generation Z. However, the study results show that there is no clear attitude-behavior gap among the respondents in Generation X in comparison with Generation Z. Generation X is environmentally conscious, and their intentions and consumption behavior are carefully considered. Eco-labels are given priority compared to Generation Z, which is also environmentally aware but does not prioritize eco-labels in their consumption behavior.

This study consists of a survey among the customers of an ITservice company. The survey examines organizational buyingbehavior in relation to the factors of age, role, and industry.Age is divided into three generations: the post-wargeneration, Generation X, and Generation Y. Other factors,such as role in the buying process and industry, are limited toone of each, which includes influencers and "State,Municipality & Region." Marketing related to buyingbehavior is also examined in this survey.First theory was collected in order to later build hypothesesabout the factors that were going to be examined in thisstudy. In total there were four hypotheses about age, oneabout role, and one about industry. After this, the survey wasmade to either reject or accept the hypotheses. The surveyconsisted of nine questions about buying behavior and twoabout marketing.The results of the survey indicated that there was not a bigdifference between the generations, as well as for theindustry. Influencers deviated from the average in somequestions, and it was observed that they gathered moreinformation before making a purchase compared to others.The results for the marketing questions provided anindication of how organizations could attempt to sell productsor services to the respondents. / Denna studie består av en enkätstudie bland kunderna av ettIT-tjänsteföretag. Enkäten undersöker det organsationellaköpbeteendet i relation till faktorerna ålder, roll och bransch.Åldern är indelad i tre generationer: efterkrigsgenerationen,Generation X och Generation Y. Övriga faktorer inkluderar:roll i köpprocess och bransch som avgränsas till en av varje,vilket blev Påverkare och “Stat, kommun & region”.Marknadsföring som är kopplad till köpbeteende undersöksäven i denna enkät.Först samlades teori in för att senare kunna bygga hypoteserom samtliga faktorer som ska undersökas i denna studie. Detblev totalt fyra hypoteser om ålder, en om roll och slutligenen om bransch. Efter hypoteserna skapades en enkät somantingen skulle avslå eller bekräfta dem.. Enkäten bestod i sintur av nio frågor om köpbeteende och två ommarknadsföring.Det som kunde konstateras av enkätens resultat var att detendast inte fanns en stor skillnad mellan generationerna menäven för branschen. Påverkare avvek sig från snittet i vissafrågor, och det kunde konstateras att de samlade in merinformation innan inköp än övriga. Resultatet för frågorna ommarknadsföring gav en indikation på hur organisationerskulle försöka sälja produkter eller tjänster tillrespondenterna.

Purpose: The purpose of the study is to gain a deeper understanding of how Generation X perceive that their purchase decisions are influenced by their use of social media. Method: The study is based on a qualitative research strategy. A semi structured interview was applied. The semi structured interview was conducted with ten respondents who were aged between 40–60 years and utilizes social media.  Theory: This study contains the following theories: The purchase decision process and eWOM.   Empirics/analysis:  The result incorporates a summary of the processed data that forms the basis for the ongoing analysis. Conclusion: This study sheds light on the intricate process of purchase decision-making among Generation X consumers on social media. In the realm of needs identification, the majority of participants discovered new needs through social media advertisements, while a smaller fraction did not associate need discovery with ads. The significance of information search on social media emerged, with participants perceiving it as a tool to gather relevant information for planned purchases. External information-seeking involved personal, commercial, and public sources.   The study uncovered that respondents react to both positive and negative reviews on social media, influencing their product and service evaluations. Nevertheless, varying levels of trust exist for social media reviews, with some participants dismissing them due to perceived bias and unreliability. Positive electronic Word-of-Mouth (eWOM), especially from reviewers with substantial followers, enhances the likelihood of purchase decisions for half of the respondents. Conversely, negative reviews, particularly those highlighting issues like shipping costs or customer service, can negatively impact purchase decisions. The credibility of eWOM influences respondents' willingness to adopt or dismiss information in their purchasing process. Negative consumer confidence may lead some respondents to refrain from making purchases. Credibility is attributed to reviewers with a significant following, while anonymous reviewers are perceived as less credible. Comprehensive and detailed reviews, offering nuanced insights and solutions, enhance credibility. Respondents' prior experiences and internet literacy affect their trust in online reviews, and those encountering fake reviews may exhibit more skepticism. In the evaluation of alternatives, consumers emphasize the importance of both price and quality, with social media significantly impacting pricing and product comparisons. Within the category of purchase decisions, the study found that even after consumers make a decision, unexpected situations can lead to changes, such as negative reviews, social factors, and unforeseen circumstances like price changes or sudden shifts in needs. This underlines the dynamic nature of Generation X's purchase decision-making, demonstrating the continued influence of external factors even post-decision

The main aim of the study is to compare the extent to which the need for autonomy, relatedness and competence of baby boomers, generation X, Y and Z employees of Denel Dynamics is being satisfied and how this influences motivational strategies. The issue of generation is becoming more important due to different ways and methods required to manage different generations. A quantitative study was done by means of a structured questionnaire which was used in to determine the motivational preferences of the participants. This questionnaire was developed by Van den Broeck, Vansteenkiste, De Witte, Soenens and Lens (2010) and is based on the self-determination theory developed by Deci and Ryan. Results indicate that baby boomers have a stronger need for autonomy as compared to the other generations. Similar needs for relatedness were shown by all the generations. In view of the findings, recommendations are made to management to optimize motivational strategies and these recommendations show how each generational needs relating to self-determination theory should be addressed. / MBA (Business Administration), North-West University, Potchefstroom Campus, 2015

The main aim of the study is to compare the extent to which the need for autonomy, relatedness and competence of baby boomers, generation X, Y and Z employees of Denel Dynamics is being satisfied and how this influences motivational strategies. The issue of generation is becoming more important due to different ways and methods required to manage different generations. A quantitative study was done by means of a structured questionnaire which was used in to determine the motivational preferences of the participants. This questionnaire was developed by Van den Broeck, Vansteenkiste, De Witte, Soenens and Lens (2010) and is based on the self-determination theory developed by Deci and Ryan. Results indicate that baby boomers have a stronger need for autonomy as compared to the other generations. Similar needs for relatedness were shown by all the generations. In view of the findings, recommendations are made to management to optimize motivational strategies and these recommendations show how each generational needs relating to self-determination theory should be addressed. / MBA (Business Administration), North-West University, Potchefstroom Campus, 2015

This master thesis aims to identify work-related factors making Belgian nurses consider leaving their job voluntary and to compare the work-related factors across different generations. The purpose of this master thesis has a descriptive nature of research. The research approach chosen is a deductive approach and the research design chosen is a quantitative research design. Cluster sampling in combination with simple random sampling was used as sampling technique. 128 nurses were surveyed from April to May 2016. Nurses who reported to leave the organization due to retirement reasons, temporary employment contract or maternity leave were excluded from the study as this study investigates the voluntary turnover intention. A total of 68 nurses were included in the study which indicates an overall response rate of 53 %. Numerous of the findings in this master thesis are consistent with previous studies on turnover intention of different generations in other western-countries than Belgium. The work-related factor workload was most often reported by Belgian nurses with no intention to leave their job. Belgian nurses with an intention to leave their job indicated most often the work-related factor (non-)financial benefits. The generation-specific findings indicated both similarities and differences between the work-related factors selected. It was observed that Baby Boomers with an intention to leave their job selected most often variables related to the work-related factors (non-)financial benefits, supportive organization and workload. The variable lack of recognition appeared among Baby Boomers with an intention and no intention to leave their job. Surprisingly was the often selected variables lack of direct and/clear feedback on performances and unsupportive supervisor among Baby Boomers with professional turnover intention. Further, it was observed that Generation Xers with an intention to leave their job selected most often variables related to the work-related factors supportive organization, communication, (non-)financial benefits, work content and workload. The variables inadequate opportunity for advancement/professional growth and imbalance work-life appeared among Generation Xers with an intention and no intention to leave their job. Generation Yers with an intention to leave their job selected most frequently variables related to the work-related factors (non-)financial benefits, workload and commitment. The variables inadequate salary and opportunities elsewhere appeared among nurses with an intention and no intention to leave their job. Surprisingly was the often selected variable inadequate salary among Generation Yers with professional turnover intention.

Résumé : Malgré le fait que la vaccination soit reconnue comme l’une des mesures de santé publique les plus efficaces, elle est perçue comme non sécuritaire et non nécessaire par un nombre grandissant de parents. Dans ce contexte, la compréhension du processus décisionnel des parents par rapport à la vaccination de leur enfant serait aidante. Le but de cette étude est d’explorer le processus décisionnel des parents concernant la vaccination de leur nourrisson, selon leur génération d’appartenance, soit la génération X ou Y. Une étude de cas descriptive et comparative a été réalisée avec des entrevues semi-structurées ainsi qu’une analyse des sources d’informations consultées par les participantes. Les mères ont été sélectionnées selon leur intention de vaccination pour leur enfant. Les données ont été codifiées et analysées de façon systématique et rigoureuse au niveau intra-cas et inter-cas, co-analysées et ensuite validées avec les participantes. Quatre mères dans chaque génération ont été interviewées, dont trois participantes par génération à deux reprises. Le processus décisionnel est similaire d’une génération à l’autre. Les composantes du processus sont l’attitude initiale envers la vaccination, le processus cognitif, la recherche d’information, la décision, l’acte et l’évaluation rétrospective de l’expérience vécue. Toutes ces composantes sont influencées par des facteurs intrinsèques et extrinsèques. Certaines trouvailles de cette étude ont peu été documentées dans la littérature telles que la perception positive envers la vaccination, l’inconscience du processus, l’importance du déclencheur et le fait de saisir le moment opportun. Malgré la rigueur de cette étude, la principale limite est la saturation des données qui n’a possiblement pas été atteinte pour tous les aspects du processus décisionnel. Même si la norme sociale est favorable à la vaccination, aucune participante n’avait consciemment réfléchi à l’immunisation de son enfant jusqu’à ce qu’un déclencheur soit introduit. Ceci soulève l’enjeu et l’impact de la transmission de l’information adéquate, au moment opportun, et du soutien donné aux parents qui naviguent dans ce processus. / Abstract : Even though vaccination is known as one of the most efficient public health interventions, it is often perceived as unsafe and unnecessary by parents. In this context, understanding the decisional process of parents towards their child’s vaccination would be helpful. The objective of this study is to explore the decisional process of parents towards their child’s vaccination in regards to parent’s generation of belonging, either generation X or Y. A multiple descriptive and comparative case study was done using semi-structured interviews as well as an analysis of sources consulted by participants. Mothers were selected based on their vaccination intention for their child. Data was codified and analysed systematically as well as rigorously at the intra-case level as well as at the inter-case level, co-analysed and then validated with participants. Four mothers in each generation were interviewed: three were interviewed twice. The decisional process was similar for all participants of both generations. The process components were the initial attitude towards vaccination, the cognitive process, the information research, the decision, the action of vaccinating and the retrospective evaluation of the experience. All these components were influenced by intrinsic as well extrinsic factors. Some of these findings were not well documented in the literature such as the initial positive perception towards vaccination, the unconsciousness of the process, the importance of a trigger and the importance of seizing the moment. Even though this study was rigorous, the main limit is data saturation that might not have been achieved for all aspects of the process. Even if social norm is favorable to vaccination, no participant had consciously thought about their child’s immunization until a trigger had been introduced. This introduces the question of the impact of adequate and timely information giving as well as the support offered to parents that navigate through this process.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The purpose of the research was to investigate the decision-making styles of urban Zambian Generation X females shopping for apparel products. The research made use of a Consumer Styles Inventory (CSI) scale developed by Sproles and Kendall (1986) to measure the characteristics of various shopping styles. Out of 300 self-administered questionnaires distributed, 180 were used for data analysis. The Cronbach Alpha coefficients confirmed the reliability of the CSI scale on 7 out of 8 decision-making styles that could be associated with the consumers under review. The study then used Analysis of Variance (ANOVA) to establish the variation between the different decision-making styles. The findings revealed that the decision-making styles of quality consciousness and a recreational shopping orientation are highly correlated. The research findings have policy implications and recommendations for the development of marketing strategies and further research have been made. / AFRIKAANSE OPSOMMING: Die doel van die navorsing was om ondersoek te doen na die besluitnemingstyle van stedelike Zambiese vroue van Generasie X wanneer hulle klereprodukte koop. Die navorsing het gebruik gemaak van die inventaris van verbruikerstyle wat deur Sproles en Kendall (1986) ontwikkel is, ’n skaal wat in Engels as die Consumer Styles Inventory (CSI) bekendstaan, om die eienskappe van verskillende inkopiestyle te meet. Uit die 300 self-geadministreerde vraelyste wat versprei is, is 180 vir die ontleding van die data gebruik. The Cronbach Alpha-koëffisiënte kon die betroubaarheid van die CSI-skaal bevestig op 7 uit die 8 besluitnemingstyle wat geassosieer kon word met die verbruikers wat ondersoek is. Die navorsingstudie het daarna van variansieanalise gebruik gemaak om die variasie tussen die verskillende besluitnemingstyle te bepaal. Die bevindings het onthul dat die besluitnemingstyle van gehaltebewustheid en inkopies wat as rekreasie beskou word, hoogs gekorreleerd is. Die navorsingsbevindinge het implikasies vir beleid en aanbevelings is gedoen vir die ontwikkeling van bemarkingstrategieë en vir verdere navorsing.

This thesis aims to investigate sustainable apparel purchasing habits from customers’ perspective with an emphasis on attitude-behaviour towards the phenomenon. Furthermore, the possible attitude-behaviour gaps are detected throughout the research, illustrating dissimilarities in sustainable apparel consumption and discrepancies between actual purchasing action and consumer attitude. The study analyses Swedish consumption patterns, within Millennials and Generation X consumers by using a qualitative research strategy, where participants have the ability to express their perceptions on the concept and evaluate on their post-purchases. Two chosen models are used as fundamental pillars in understanding essential purchasing actions. The findings contribute to the models while also develop theories based on them.