<p>Recent discussions on global climate change have brought to our attention the largely disruptive influence of human activity on the planet and its inhabitants. Moral philosophers have added to the discourse their concerns about the unprecedented environmental problem of global climate change which threatens, and increasingly so, human welfare and the stability of the planet. The circumstances should be of concern to all, including philosophers who beyond their own endeavours will be affected by climate change. There are good reasons to think that the circumstances surrounding global climate change are morally repugnant and that serious action is required to avert global catastrophe and widespread suffering.</p> <p>Our discussion will draw attention to the ethical dimensions of climate change given present knowledge about the state of the global environment and human welfare across the planet, now and into foreseeable future. My aims in this paper are twofold. First, I will provide a survey of various arguments that fit under the umbrella of climate change ethics as a way to gauge their suitability to address the wider issues that should be of concern to us. Second, by seeking to refute these arguments on a number of theoretical grounds, I will make the case that the climate change problem is best understood through a welfarist lens. Climate change is fundamentally a problem of distributive justice for present and future generations and, as such, it is of great urgency to protect human welfare over the long run.</p> <p>The main argument begins in the first chapter with an overview of climate change against the backdrop of existing realities. We will take a look at the economics and science of climate change to gain a better understanding of issue, namely its origins and implications for the planet across space and time. In subsequent chapters, we defer to a variety of principles of global and intergenerational justice which are thought to offer moral guidance for the successful resolution of the climate change problem. Having concluded in the third chapter that we must focus on considerations of distributive justice, indeed those that are ultimately but not only utilitarian, the final chapter explores the appropriateness of various mechanisms and systems which would constitute a fair global climate regime.</p> / Master of Arts (MA)

Recent studies on the transmission of attitudes between parents and youths have shown that many of the contradictions of earlier research can be resolved by focusing on perceived rather than actual attitudes. The present study examined the relative value of perceived and actual attitudes in predicting attitude transmission to parents from their children as well as to youths from their parents. The study also considered the direction of misperceived attitudes ( overestimation or underestimation of differences between parents and youths) in examining the concept of "developmental stake" (Bengtson & Kuypers, 1973). Youth in the study were selected randomly from the undergraduate student body of Virginia Tech. Questionnaires were mailed to 398 mother-father-youth triads asking for personal and perceived cross-generational responses to items on eight concise, multiple-item attitude scales. Seventy percent (280) of the complete triads responded. Results from paired t-tests were mixed: parents tended to overestimate the differences between themselves and their young-adult children ( as predicted), but youths did not generally misperceive their parents' attitudes. Multiple regression analysis overwhelmingly supported the value of perceived cross-generational attitudes as predictors of the actual attitudes of youths, and reciprocally of parents. The results suggest a need to increase the variance of the Youth population and study their development longitudinally to determine the validity of the developmental stake concept. / M.S.

The purpose of this study was to contribute to a base of information about adult offspring who reside in the parental home, with particular emphasis on intergenerational relationships. The variables investigated included intimacy with parents, individuation from family of origin, triangulation, intimidation, and personal authority. These were selected to provide a theoretical basis for an understanding of the relational dynamics within the parent-adult child household and of differentiation of the adult offspring in the study. Sixty-six adults living in their parents' homes participated in the study. Each completed five subscales from the Personal Authority in the Family System Questionnaire(PAFS-Q) and a demographic questionnaire. Demographic results indicated that moving home after a separation or divorce was not prevalent, even to receive assistance with child care. A greater proportion of females than males lived at home during the ages of 22-29, with proportions of females growing smaller until the ages of 40- 45, when the ratio became 50-50. Fewer than half of the respondents paid for rent and household expenses regularly, even with over 80% employed full time and over 68% earning $10,000.00 or more annually. Multivariate analyses revealed that these adult children reported significant degrees of intimacy and personal authority under conditions of satisfaction with the living arrangement, as well as significant levels of fusion in conjunction with both satisfaction and age being over forty. Intimidation was significantly less with those who have resided at home two to seven years, and greater with those who have lived in the home only one year. / Ph. D.

[pt] O varejo está na era do big data e cada vez mais informações estão sendo geradas sobre a jornada do cliente. É fundamental armazenar esses dados de jornada de compra para entender melhor os clientes, a fim de aprofundar o relacionamento com eles. No entanto, a captura de dados é apenas o primeiro passo, sendo fundamental a análise dessas informações para segmentar os clientes e oferecer o que eles desejam. Utilizando uma base real de clientes (em torno de 600 mil clientes únicos analisados) de uma grande rede de supermercados, este estudo objetivou entender o comportamento deles em termos de canais a partir de cohorts de diferentes gerações para variáveis de frequência de compra, total gasto de compra, total de itens únicos comprados (produtos distintos) e total de itens comprados. Adicionalmente, também avaliou-se o comportamento de compra para itens de marca própria e de fornecedor exclusivo do supermercado, com o intuito de compreender essas diferenças e possibilitar ações mais assertivas em termos de CRM e marketing para a empresa. Na análise dos dados, descobriu-se que o WhatsApp foi o canal mais consistente. Os Baby Boomers apresentaram uma maior propensão ao uso desse canal, enquanto os Millennials e a Geração Z apresentaram uma menor propensão. O canal digital apresentou diferenças apenas na ótica de gastos, e o canal físico foi o preferido da Geração X e dos Baby Boomers. Os Xennials apresentaram comportamento similar à Geração X e Geração Y. / [en] Retail is in the age of big data and more and more information is being generated about the customer journey. It is critical to store this buyer journey data to better understand customers in order to maintain the relationship with them. However, capturing data is just the first step, and analyzing this information is essential to segment customers and offer what they want. Using a real customer base (around 600,000 customers) of a large supermarket chain, this study aimed to understand their behavior in terms of channels from cohorts of different generations to determine unique purchases, total purchase spend , total unique items purchased (destined products), and total items purchased. In addition, it also evaluates the purchase behavior for own brand items and items from the supermarket s exclusive supplier, with the aim of understanding these differences and enabling more assertive actions in terms of CRM and marketing for the company. In analyzing the data, it was found that WhatsApp was the most consistent channel. Baby Boomers were more likely to use this channel, while Millennials and Generation Z were less likely. The digital channel showed a difference only in terms of spending, and the physical channel was preferred by Generation X and Baby Boomers. Xennials showed behavior similar to Generation X and Generation Y.

Never before in living memory has the gap in mutual acceptance and understanding between generations been as large as it is now. Massive societal and cultural shifts, fuelled by changing technology, increasing rates of change, globilisation and disconnectedness, have caused a deep divide between those born in the first two-thirds of this century and those born in the latter decades. This dissertation aims to identify the causes of this divide, quantify the effects and suggest solutions. Although generally applicable to many different organisations in society, especially schools, parenting, businesses with young and old employees or those with generationally diverse target markets, this dissertation focuses specifically in application on the context of local churches. It aims to provide an understanding of the concept of a "generation gap" and practical guidelines for churches seeking to become truly multi-generational in their structures and ministries. / Practical Theology / M. Diac. (Youth Work Direction)

Este estudo descritivo, transversal e correlacional teve por objetivo geral investigar as relações existentes entre a medida da conjugalidade dos pais, tal como percebida e vivenciada pelos filhos, os níveis de bem-estar subjetivo e de satisfação em relacionamentos amorosos apresentados por estes filhos, bem como a variação desta relação em função do status conjugal dos filhos (casados, solteiros que namoram e solteiros que não namoram). Foi constituída uma amostra de conveniência composta por três grupos independentes, um de pessoas casadas havia no mínimo dois anos (Grupo A, N = 118, média de idade 41,55, DP = 10,01), um de solteiros que namoravam havia no mínimo um ano (Grupo B, N = 140, média de idade 21,99, DP = 3,16) e outro de pessoas solteiras que não namoravam também havia um ano (Grupo C, N = 116, média de idade 21,52, DP = 4,25). A amostra total foi do tipo não probabilística, totalizando 374 participantes. Os instrumentos utilizados foram: Questionário de Identificação do Participante, incluindo uma pergunta geral de satisfação no relacionamento atual (SR); Critério Abipeme; Escala de Bem-estar Subjetivo (EBES) para avaliar os afetos positivos (AP), afetos negativos (AN), satisfação com a vida (SV) e bem-estar subjetivo (BES); Escala Fatorial de Satisfação com o Relacionamento de Casal (EFS-RC), que permite apreciar a satisfação em relação à atração física e sexualidade (SAFS) e a satisfação com afinidade de interesses e comportamentos (SAIC); e o Questionário de Conjugalidade dos Pais (QCP). As análises foram realizadas com o auxílio do software SPSS for Windows versão 17.0. Após a aplicação do teste de normalidade Kolmogorov-Smirnov, foi empregada estatística não-paramétrica para análise de correlações (Spearman). Os dados foram normalizados para a comparação entre os grupos (ANOVA e ANCOVA) e para as análises de regressão múltipla (método stepwise), considerando as variáveis de satisfação no relacionamento (SR, SAFS, SAIC), e de bem estar subjetivo (AP, AN, SV e BES) como variáveis dependentes. O nível de significância adotado foi p < 0,05. Na amostra total, a percepção sobre a conjugalidade dos pais (PCP) correlacionou-se significativamente com a SAFS (rho = 0,20; p < 0,001) e, entre os casados, com a SAIC (rho = 0,22; p = 0,017), 20 Fabio Scorsolini-Comin embora sejam associações consideradas fracas. Nos solteiros que namoram, não houve correlações significativas com a PCP. A PCP foi uma das preditoras da SAFS, SAIC, AP, AN, SV e do BES, não rejeitando as hipóteses 1 e 3 do estudo, segundo as quais a PCP estaria correlacionada à satisfação dos filhos em seus relacionamentos amorosos (H1) e com o seu bem-estar (H3). As variáveis de satisfação no relacionamento estão associadas aos fatores do BES, não rejeitando a hipótese 2. Os níveis médios da PCP foram significativamente diferentes entre solteiros e casados, não rejeitando a hipótese 4. Considerando as diferenças de idade entre os grupos e para controlar os possíveis efeitos desta variável, efetuou-se uma análise de covariância (ANCOVA), considerando a idade como covariada. Esta análise permitiu compreender melhor o papel da variável idade na PCP e os resultados apoiam a interpretação de que a idade seria uma variável desenvolvimental poderosa, que resgataria experiências acumuladas ao longo da vida. Sugere-se que estudos adicionais sejam realizados para dar suporte a essa primeira conclusão. Os casados avaliaram de modo mais negativo o casamento dos pais em comparação com os solteiros, possivelmente por realizarem um julgamento menos idealizado e mais amadurecido do relacionamento parental. Conclui-se que a percepção da conjugalidade dos pais, por ser uma das variáveis que explicariam o bem-estar subjetivo e a satisfação nos relacionamentos amorosos dos filhos, é um fenômeno que deve ser associado à qualidade conjugal e ao estabelecimento de relacionamentos interpessoais considerados positivos, o que pode ser balizador para futuras investigações e práticas de intervenção com casais. / This descriptive, cross-sectional and correlational study aimed to investigate the relationship between the measure of parental conjugality as perceived and experienced by children, the levels of subjective well-being and the satisfaction in romantic relationships displayed by these children, as well the variation of this relationship as a function of marital status of children (married, single and dating and singles who do not date). It was selected a convenient sample comprised by three independent groups: (1) two-year-old married people (Group A, N = 118, mean age 41.55, SD = 10.01); (2) single people who have dated over at least one year (Group B, N = 140, mean age 21.99, SD = 3.16); and (3) single people who had not been in a relationship since one year earlier (Group C, N = 116, mean age 21.52 , SD = 4.25). The total sample was non-probabilistic, summing 374 subjects. The following instruments were applied: Questionnaire for the Identification of Participant including a general question of satisfaction in current relationship (SR); Abipeme Criterion; Scale of Subjective Well-being (EBES) to assess positive affect (AP), negative affect (AN), satisfaction with life (SV) and well-being (BES); Satisfaction with Couple Relationships Factorial Scale (EFS-RC), which evaluates satisfaction in relation to physical attraction and sexuality (SAFS) and satisfaction with common interests and behaviors (SAIC) and the Parental Questionnaire Conjugality (QCP). The statistical analysis was performed using SPSS software version 17.0 for Windows. After applying the Kolmogorov-Smirnov normality test, it was run a statistical non-parametric correlation analysis (Spearman). The data were normalized for comparison between groups (ANOVA and ANCOVA) and multiple regression analyzes (stepwise method), considering the variables of satisfaction in the relationship (SR, SAFS, SAIC), along with subjective well-being (AP, AN, SV and BES) as dependent variables. The significance level was p < 0.05. In the total sample, the perception of parents\' marital (PCP) was significantly correlated with the SAFS (rho = .20; p < .001) and among married, with SAIC (rho = .22; p = .017), although associations are considered weak. For the group singles who date, no significant correlations with the PCP were found. The PCP was one of the predictors 22 Fabio Scorsolini-Comin of SAFS, SAIC, AP, AN, SV and BES, not rejecting hypotheses 1 and 3 of the study, according to which the PCP was correlated to the satisfaction of the children in their love relationships (H1) and their well-being (H3). The variables of satisfaction in the relationship are factors associated with the BES, not rejecting the hypothesis 2. The average levels of PCP were significantly different between single and married, not rejecting the hypothesis 4. Considering the age differences between groups and to control the possible effects of this variable, it was performed an analysis of covariance (ANCOVA), considering age as a covariate. This analysis allowed to better understanding the role of the age variable in the PCP and the results support the interpretation that age would be a powerful developmental variable, which redeem accumulated experiences throughout life. It is suggested that additional studies should be conducted to support this initial conclusion. Married participants have considered parents\' marriage more negatively compared to single participants, possibly by evaluating in a less idealized way besides a more mature judgment of the parental relationship. It was concluded that perception of parental conjugality, as one of the variables that explain the subjective well-being as well as satisfaction in romantic relationships of their children, is a phenomenon that should be associated with marital quality and the establishment of positive interpersonal relationship, which could be a landmark for future research and intervention practices with couples.

Never before in living memory has the gap in mutual acceptance and understanding between generations been as large as it is now. Massive societal and cultural shifts, fuelled by changing technology, increasing rates of change, globilisation and disconnectedness, have caused a deep divide between those born in the first two-thirds of this century and those born in the latter decades. This dissertation aims to identify the causes of this divide, quantify the effects and suggest solutions. Although generally applicable to many different organisations in society, especially schools, parenting, businesses with young and old employees or those with generationally diverse target markets, this dissertation focuses specifically in application on the context of local churches. It aims to provide an understanding of the concept of a "generation gap" and practical guidelines for churches seeking to become truly multi-generational in their structures and ministries. / Philosophy, Practical and Systematic Theology / M. Diac. (Youth Work Direction)

Este estudo descritivo, transversal e correlacional teve por objetivo geral investigar as relações existentes entre a medida da conjugalidade dos pais, tal como percebida e vivenciada pelos filhos, os níveis de bem-estar subjetivo e de satisfação em relacionamentos amorosos apresentados por estes filhos, bem como a variação desta relação em função do status conjugal dos filhos (casados, solteiros que namoram e solteiros que não namoram). Foi constituída uma amostra de conveniência composta por três grupos independentes, um de pessoas casadas havia no mínimo dois anos (Grupo A, N = 118, média de idade 41,55, DP = 10,01), um de solteiros que namoravam havia no mínimo um ano (Grupo B, N = 140, média de idade 21,99, DP = 3,16) e outro de pessoas solteiras que não namoravam também havia um ano (Grupo C, N = 116, média de idade 21,52, DP = 4,25). A amostra total foi do tipo não probabilística, totalizando 374 participantes. Os instrumentos utilizados foram: Questionário de Identificação do Participante, incluindo uma pergunta geral de satisfação no relacionamento atual (SR); Critério Abipeme; Escala de Bem-estar Subjetivo (EBES) para avaliar os afetos positivos (AP), afetos negativos (AN), satisfação com a vida (SV) e bem-estar subjetivo (BES); Escala Fatorial de Satisfação com o Relacionamento de Casal (EFS-RC), que permite apreciar a satisfação em relação à atração física e sexualidade (SAFS) e a satisfação com afinidade de interesses e comportamentos (SAIC); e o Questionário de Conjugalidade dos Pais (QCP). As análises foram realizadas com o auxílio do software SPSS for Windows versão 17.0. Após a aplicação do teste de normalidade Kolmogorov-Smirnov, foi empregada estatística não-paramétrica para análise de correlações (Spearman). Os dados foram normalizados para a comparação entre os grupos (ANOVA e ANCOVA) e para as análises de regressão múltipla (método stepwise), considerando as variáveis de satisfação no relacionamento (SR, SAFS, SAIC), e de bem estar subjetivo (AP, AN, SV e BES) como variáveis dependentes. O nível de significância adotado foi p < 0,05. Na amostra total, a percepção sobre a conjugalidade dos pais (PCP) correlacionou-se significativamente com a SAFS (rho = 0,20; p < 0,001) e, entre os casados, com a SAIC (rho = 0,22; p = 0,017), 20 Fabio Scorsolini-Comin embora sejam associações consideradas fracas. Nos solteiros que namoram, não houve correlações significativas com a PCP. A PCP foi uma das preditoras da SAFS, SAIC, AP, AN, SV e do BES, não rejeitando as hipóteses 1 e 3 do estudo, segundo as quais a PCP estaria correlacionada à satisfação dos filhos em seus relacionamentos amorosos (H1) e com o seu bem-estar (H3). As variáveis de satisfação no relacionamento estão associadas aos fatores do BES, não rejeitando a hipótese 2. Os níveis médios da PCP foram significativamente diferentes entre solteiros e casados, não rejeitando a hipótese 4. Considerando as diferenças de idade entre os grupos e para controlar os possíveis efeitos desta variável, efetuou-se uma análise de covariância (ANCOVA), considerando a idade como covariada. Esta análise permitiu compreender melhor o papel da variável idade na PCP e os resultados apoiam a interpretação de que a idade seria uma variável desenvolvimental poderosa, que resgataria experiências acumuladas ao longo da vida. Sugere-se que estudos adicionais sejam realizados para dar suporte a essa primeira conclusão. Os casados avaliaram de modo mais negativo o casamento dos pais em comparação com os solteiros, possivelmente por realizarem um julgamento menos idealizado e mais amadurecido do relacionamento parental. Conclui-se que a percepção da conjugalidade dos pais, por ser uma das variáveis que explicariam o bem-estar subjetivo e a satisfação nos relacionamentos amorosos dos filhos, é um fenômeno que deve ser associado à qualidade conjugal e ao estabelecimento de relacionamentos interpessoais considerados positivos, o que pode ser balizador para futuras investigações e práticas de intervenção com casais. / This descriptive, cross-sectional and correlational study aimed to investigate the relationship between the measure of parental conjugality as perceived and experienced by children, the levels of subjective well-being and the satisfaction in romantic relationships displayed by these children, as well the variation of this relationship as a function of marital status of children (married, single and dating and singles who do not date). It was selected a convenient sample comprised by three independent groups: (1) two-year-old married people (Group A, N = 118, mean age 41.55, SD = 10.01); (2) single people who have dated over at least one year (Group B, N = 140, mean age 21.99, SD = 3.16); and (3) single people who had not been in a relationship since one year earlier (Group C, N = 116, mean age 21.52 , SD = 4.25). The total sample was non-probabilistic, summing 374 subjects. The following instruments were applied: Questionnaire for the Identification of Participant including a general question of satisfaction in current relationship (SR); Abipeme Criterion; Scale of Subjective Well-being (EBES) to assess positive affect (AP), negative affect (AN), satisfaction with life (SV) and well-being (BES); Satisfaction with Couple Relationships Factorial Scale (EFS-RC), which evaluates satisfaction in relation to physical attraction and sexuality (SAFS) and satisfaction with common interests and behaviors (SAIC) and the Parental Questionnaire Conjugality (QCP). The statistical analysis was performed using SPSS software version 17.0 for Windows. After applying the Kolmogorov-Smirnov normality test, it was run a statistical non-parametric correlation analysis (Spearman). The data were normalized for comparison between groups (ANOVA and ANCOVA) and multiple regression analyzes (stepwise method), considering the variables of satisfaction in the relationship (SR, SAFS, SAIC), along with subjective well-being (AP, AN, SV and BES) as dependent variables. The significance level was p < 0.05. In the total sample, the perception of parents\' marital (PCP) was significantly correlated with the SAFS (rho = .20; p < .001) and among married, with SAIC (rho = .22; p = .017), although associations are considered weak. For the group singles who date, no significant correlations with the PCP were found. The PCP was one of the predictors 22 Fabio Scorsolini-Comin of SAFS, SAIC, AP, AN, SV and BES, not rejecting hypotheses 1 and 3 of the study, according to which the PCP was correlated to the satisfaction of the children in their love relationships (H1) and their well-being (H3). The variables of satisfaction in the relationship are factors associated with the BES, not rejecting the hypothesis 2. The average levels of PCP were significantly different between single and married, not rejecting the hypothesis 4. Considering the age differences between groups and to control the possible effects of this variable, it was performed an analysis of covariance (ANCOVA), considering age as a covariate. This analysis allowed to better understanding the role of the age variable in the PCP and the results support the interpretation that age would be a powerful developmental variable, which redeem accumulated experiences throughout life. It is suggested that additional studies should be conducted to support this initial conclusion. Married participants have considered parents\' marriage more negatively compared to single participants, possibly by evaluating in a less idealized way besides a more mature judgment of the parental relationship. It was concluded that perception of parental conjugality, as one of the variables that explain the subjective well-being as well as satisfaction in romantic relationships of their children, is a phenomenon that should be associated with marital quality and the establishment of positive interpersonal relationship, which could be a landmark for future research and intervention practices with couples.

In this dissertation, I investigate the implications of libertarian morality in relation to the problem of climate change. This problem is explicated in the first chapter, where preliminary clarifications are also made. In the second chapter, I briefly explain the characteristics of libertarianism relevant to the subsequent study, including the central non-aggression principle. In chapter three, I examine whether our individual emissions of greenhouse gases, which together give rise to climate change, meet this principle. I do this based on the assumption that we are the legitimate owners of the resources we use in those activities. In the fourth chapter, I question this assumption and scrutinize libertarianism’s restrictions on appropriations of climate-relevant resources, which leads me to distinguish between some different versions of the libertarian view. Toward the end of the chapter, I also examine libertarianism’s answer to the political question regarding how emission rights should be distributed. The fifth chapter investigates libertarianism’s verdicts for mere risks of infringement, as stemming from people’s emissions and acts of appropriations. In chapter six, I investigate the libertarian right to self-defense against both the effects of climate change and other people’s climate-relevant activities. In chapter seven, I discuss two intergenerational issues related to climate change: what libertarianism says concerning future generations and how libertarianism might deal with the problem of historical emissions. The eighth chapter explores the implications of libertarianism regarding collective moral wrongdoing in connection to climate change. In chapter nine, I take a look at the libertarian room for governmental responses for tackling climate change. The tenth and final chapter is a summary. The overall conclusion of the dissertation is that libertarianism recommends that we reduce our emissions and decrease our extraction of natural resources such as forests and fossil fuels. Furthermore, governments are permitted to undertake some quite substantial actions in order to fight the causes of climate change. I end with some bottom-up reflections on what these conclusions might say about the plausibility of libertarianism. I claim that although libertarianism after all manages to explain some of our moral intuitions regarding climate change, it is questionable whether libertarianism’s explanation is better than those offered by alternative moral theories.

Thesis (MComm)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: The usage of product packaging and generation specific marketing in order to influence and persuade consumers to buy specific products are being used more often resulting packaging in being more consumer-orientated and playing an increasingly important role in enterprises' marketing communication strategies than before. In this study the dimensions of packaging are identified and the importance that the various dimensions of cosmetic packaging hold for Generation X and Yare investigated. Form, colour, graphics, brand name, words, material and size have been identified as dimensions of packaging. The Engel-Blackwell-Miniard Model for Decision-making Behaviour and the Generation Model were used as theoretical starting points for a discussion about packaging and the characteristics of Generation X and Y consumers. For the purposes of this explorative study, information has been gathered by use of a mall intercept survey. Trained fieldworkers questioned approximately five hundred respondents. The statistical processing of the data included frequency-analyses, cross tabulation as well as significance statistics. It was found that Generation X and Y consumers see the packaging, with all its different dimensions, as a single entity and that the importance of the graphic, material, brand name (as indication of quality and price), size and word dimensions of packaging are reasonably similar for men and women. Men and women, however, attach different perceptions concerning colour/s, form and brand names. There also exist statistically significant differences between the different genders, concerning the usage of most of the range of cosmetic products. Women make up the majority of users. Although the results indicate that the Generation Model can be applied to all races originating from the middle and high income and literacy groups, the usage of cosmetics products tend to differ between the races. Recommendations for further research are made. / AFRIKAANSE OPSOMMING: Bemarkers gebruik toenemend die verpakking van produkte en generasiespesifieke bemarking om verbruikers te beïnvloed en te oorreed en om hul produkte te koop. Verpakkings is gevolglik meer verbruikersgeoriënteerd en speel 'n belangriker rol in die bemarkingskommunikasie-strategie van 'n onderneming as in die verlede. In hierdie studie word die dimensies van verpakking geïdentifiseer en die belangrikheid van die onderskeie dimensies van kosmetiese verpakking vir Generasie X en Y ondersoek. Vorm, kleur, grafika, handelsnaam, woorde, materiaal en grootte is geïdentifiseer as dimensies van verpakking. Die Engel-Blackwell-Miniard model van verbruikers besluitnemingsprosesgedrag en die Generasie-model is gebruik as teoretiese vertrekpunte vir 'n bespreking oor verpakking en die eienskappe van Generasie X en Y verbruikers. Vir die doeleindes van die eksploratiewe studie is inligting ingesamel deur middel van 'n inkoopsentrumopname ("mall intercept"). Ongeveer vyfhonderd respondente is deur opgeleide veldwerkers ondervra. Die statistiese verwerking van die data sluit frekwensie-ontleding en kruistabulering in, asook beduidenheid statistiek. Daar is gevind dat Generasie X en Y verbruikers die verpakking met sy onderskeie dimensies as 'n enkele identiteit beskou en dat die belangrikheid van die grafika-, materiaal-, handelsnaam- (as indikator van kwaliteit en prys), grootte- en woorddimensie van verpakking redelik ooreenstem vir beide mans en dames. Mans en dames heg egter verskillende betekenisse aan die kleur/e en vorm van 'n verpakking en het verskillende persepsies oor handelsname. Daar bestaan ook statisties beduidende verskille tussen geslagte in die verbruik van die meeste kosmetiese produkte. Dames is die grootste verbruikers van die meeste kosmetiese produkte. Alhoewel die resultate daarop dui dat die Generasie-model op alle bevolkingsgroepe wat afkomstig is uit middel en hoër inkomste- en geletterdheidsgroepe van toepassing is, verskil die verbruik van kosmetiek tussen die verskillende bevolkingsgroepe. Aanbevelings in verdere navorsing word gemaak.