Millennial Attitudes Research Articles

The intersection of big data and healthcare innovation: millennial perspectives on precision medicine technology

Precision medicine (PM) is an approach to healthcare that customizes treatment and prevention strategies based on individual characteristics such as genetics, environment, and lifestyle. By utilizing detailed data from diverse populations, precision medicine aims to provide accurate and effective medical care tailored to each person’s unique profile. This approach relies on the diversity of local populations which is increasingly captured through large-scale data sets, often referred to as Big Data. Due to the underrepresentation of non-European individuals in human genetic studies, many countries with diverse and underrepresented populations must build their own reference database due to a lack of holistic global perspective. This research investigated a population sub-group to better understand the factors shaping their attitudes of PM adoption in an Asian developed context. This research was based on the millennial generation in Singapore (born between 1981 and 1996). The study employed a quantitative online survey, based on the TAM theoretical framework. A total of 377 valid responses were received and the results were analysed using the structural equation modelling (SEM) technique. Results showed that perceived data security, subjective technical knowledge, trust in government, subjective norm and perceived usefulness influenced the attitude of millennials towards precision medicine and provided relevant insights for the successful implementation of PM approach in the future.

Attitudes Toward Mononormativity and Polyamorous Legal Rights in the US

IntroductionRecent research shows an increase in polyamory and acceptance of polyamorous relationships. However, there is still limited research on broader attitudes toward monogamy and polyamory, particularly regarding legal rights and with a national sample. This study examines the impact of cohort, sexual orientation, and contact with polyamorists on attitudes toward monogamy and polyamorous legal rights. This research has the potential to bring more attention to polyamorous relationships, disrupt heteronormative views of relationships, and consider legal rights for those in relationships involving more than two people.MethodsWe use data from a sample of 2665 adults from the 2021 American Marriage Survey, a national survey focused on attitudes toward marriage post-marriage equality, to consider the relationship between cohort, sexual orientation, contact, and attitudes toward mononormativity and polyamory.ResultsOverall, there is support for the idea that monogamy is the norm while people are generally not supportive of granting legal rights for polyamorous relationships. Younger cohorts, LGBQ individuals, and those who know a polyamorous person are less likely to support mononormativity and more likely to support legal rights for polyamorous relationships. Furthermore, contact has a stronger impact on attitudes of Millennials and LGBQ individuals.ConclusionWhile mononormativity remains the norm and polyamory is not widely supported, given patterns of greater acceptance among younger cohorts and LGBQ individuals, there is a good possibility that acceptance will increase over time.Policy ImplicationsThis research has the potential to bring more attention to polyamorous relationships, disrupt heteronormative views of relationships, and consider legal rights for those in relationships involving more than two people.

Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal

The escalating magnitude of electronic garbage (e-waste) poses significant challenges for individuals, communities, and businesses within the economy. The global accumulation of electronic waste (e-waste) is increasing, accompanied by a lack of sustainable disposal methods due to the limited implementation of Circular Economy (CE) principles such as recycling and responsible resource exploitation. While there has been an observed increase in environmental awareness among individuals over the past decade, particularly among the demographic known as “Millennials,” there is a dearth of study pertaining to their electronic trash disposal practises. Furthermore, there is a need to investigate the influence of external factors such as Electronic word of mouth (eWOM) and perceived Usage of Online collection portal. Consequently, the present study has put forth a theoretical framework in order to investigate the perceived behavior of millennials towards the disposal of electronic trash (E-waste). The purpose of the theory of planned behavior (TPB) is to anticipate the perceived e-waste disposal behavior of millennials. This objective was empirically tested using a sample size of 305 respondents using structural equation modelling. The results indicate a positive correlation between millennials' intentions to dispose of e-waste and their attitude, subjective norms, and perceived behavioral control. The emergence of electronic eWOM has been recognized as an important factor in earlier research. In this study, we have examined the moderating influence of eWOM on E-waste disposal behavior. However, our findings suggest that eWOM has a major impact solely on the attitudes of millennials. Moreover, the influence of the online collecting site exhibits a substantial moderating impact on all the variables of the Theory of Planned Behavior (TPB). The current study proposes the implementation of a take-back plan through e-commerce websites, tailored to the behavioural intents of millennials. This solution carries significant theoretical and practical implications.

Persepsi Milenial Terhadap Koperasi

<p><em>Cooperatives are business entities that are expected to be able to become the pillars of the national economy, but in fact cooperatives in Indonesia are not well developed. The purpose of this research is to identify millennial knowledge, attitudes and intentions towards cooperatives and to analyze the influence between knowledge and attitudes of the millennial generation on millennial intentions to encourage cooperative movements. This study used data from 158 economics and management students through an online survey using google form. The framework used in this study uses the TPB model from Ajzen but there are modifications to the knowledge variable. The analytical method used is descriptive analysis, different test (independent sample t test) and partial least square (PLS). The results showed that subjective knowledge and millennial attitudes towards cooperatives were in the sufficient category, while objective knowledge and millennial intentions towards cooperatives were in the good category, objective knowledge had a significant effect on subjective norms and behavior control, subjective knowledge had a significant effect on attitudes, subjective norms, and behavior control, while attitude has a significant effect on intention.</em></p>

Personal Variables in Attitude toward Green Purchase Intention of Organic Products.

The present research aims to determine whether environmental awareness, green self-identity, and subjective norms influence the attitudes of consumers who identify with environmental issues and have green purchasing intentions for organic products. The research was quantitative, correlational in scope, and cross-sectional in design. It was applied to 710 Peruvian millennials. A questionnaire consisting of 20 questions was applied, which was quantified through a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), a Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Statistical analyses were developed using SPSS 24 and AMOS 24. The study identified that the personal variables influencing the environmental attitudes of millennials who intend to buy green organic products are green self-identity and subjective norms. While environmental awareness does not influence environmental attitudes, it does influence the green self-identity of Peruvian millennials. This study is one of the first to identify the personal variables influencing the environmental attitudes of Peruvian millennials who intend to buy green organic products.

Anticipatory Attitude of Millennials Towards Hoaxes

Abstract. Along with the rapid development of technology, the more advanced process of disseminating information. Hoax is one of the problems related to the dissemination of information. Hoax is fake news created by irresponsible people, made in such a way as to trick the readers into believing the word. The circulation of hoaxes is a concern for anyone, because of the disturbing nature of hoaxes, causing panic and other negative things. An anticipatory attitude towards hoaxes is very necessary. This study focuses on anticipatory attitudes towards hoaxes in the millennial generation. Where the millennial generation is a generation that is sensitive and active toward technological developments. So, hoax makers make them targets to read and disseminate hoax news. This study aims to determine whether the current millennial generation has implemented an anticipatory attitude toward hoaxes properly. The data collection technique was carried out with a questionnaire containing questions about anticipatory attitudes toward hoaxes that needed to be done. This research produces data that shows that the current millennial generation is quite aware of the anticipatory attitude toward hoaxes that must be done. Along with the rapid development of technology, the more advanced process of disseminating information. Hoax is one of the problems related to the dissemination of information. Hoax is fake news created by irresponsible people, made in such a way as to trick the readers into believing the word. The circulation of hoaxes is a concern for anyone, because of the disturbing nature of hoaxes, causing panic and other negative things. An anticipatory attitude towards hoaxes is very necessary. This study focuses on anticipatory attitudes towards hoaxes in the millennial generation. Where the millennial generation is a generation that is sensitive and active toward technological developments. So, hoax makers make them targets to read and disseminate hoax news. This study aims to determine whether the current millennial generation has implemented an anticipatory attitude toward hoaxes properly. The data collection technique was carried out with a questionnaire containing questions about anticipatory attitudes toward hoaxes that needed to be done. This research produces data that shows that the current millennial generation is quite aware of the anticipatory attitude toward hoaxes that must be done. Abstrak. Seiring dengan lajunya perkembangan teknologi, maka semakin maju penyebaran suatu informasi saat ini. Hoax adalah salah satu masalah terkait penyebaran informasi. Hoax merupakan berita bohong yang dibuat oleh oknum tidak bertanggungjawab, dibuat sedemikian rupa untuk mengelabui para pembaca agar mempercayai berita tersebut. Beredarnya hoax menjadi perhatian bagi siapapun, karena sifat hoax yang meresahkan, menimbulkan kepanikan dan hal negatif lainnya. Sikap antisipatif terhadap hoax sangat diperlukan. Penelitian ini berfokus pada sikap antisipatif terhadap hoax pada generasi milenial. Dimana generasi milenial merupakan generasi yang peka dan aktif terhadap perkembangan teknologi, sehingga para pembuat hoax menjadikan mereka sasaran untuk membaca dan menyebarluaskan berita hoax. Penelitian ini bertujuan untuk mengetahui apakah generasi milenial saat ini sudah menerapkan sikap antisipasi terhadap hoax dengan baik. Teknik pengumpulan data dilakukan dengan kuesioner yang berisikan pertanyaan-pertanyaan seputar sikap antisipatif terhadap hoax yang perlu dilakukan. Penelitian ini menghasilkan data-data yang menunjukkan bahwa generasi milenial saat ini sudah cukup paham tentang sikap antisipatif terhadap hoax yang harus dilakukan.

Managing Uncertainties in Supply Chains for Enhanced E-Commerce Engagement: A Generation Z Perspective on Retail Shopping through Facebook

This research investigates the uncertainties in supply chains using symmetrical and asymmetrical modeling tools, focusing on the attitudes of millennials towards Facebook retail shopping. By exploring antecedents such as pleasure, credibility, and peer interaction, this study delves into the extent of E-commerce via Facebook among Generation Z in the Middle East. Built on an exhaustive literature review, a conceptual framework is designed targeting solely Generation Z members. Employing partial least squares structural equation modeling for data analysis, the findings indicate a strong correlation between attitude and the propensity of Generation Z to make Facebook retail purchases (R2 = 0.540), affecting enjoyment, credibility, and peer communication (R2 = 0.589). This study offers strategies for supply chain improvements and validates the potential of E-commerce on Facebook among Generation Z.

Anticipatory Attitude of Millennials in High School 31 Jakarta towards Hoaxes

Anticipatory Attitude of Millennials in High School 31 Jakarta towards Hoaxes

Exploring the Influence of YouTube Videos on Purchase Intentions among Millennial Consumers in Tasikmalaya City

The paradigm of consumer purchase decisions has been altered by the digital marketing landscape. Presently, consumers actively seek reliable and truthful information to assist them in their purchasing decisions. A noteworthy group in this regard is the Millennial generation, who dedicate a substantial amount of their time to online activities, with a particular focus on social media platforms. This generation, often referred to as "technology savvy," demonstrates their reliance on technology and employs it for various decisions that impact them, including their purchasing intentions. Prior to making a purchase, Millennial extensively research product information and align it with their individual needs and interests. The objective of this research was to examine the impact of user-generated content (UGC) on the purchasing intentions of Millennials in Tasikmalaya city. The investigation was conducted utilizing the prominent social media platform, YouTube. The primary aims of this research were to identify the factors that influence purchasing intentions and to comprehend the attitudes of Millennials towards purchasing after watching product-related videos on YouTube.To achieve these goals, the researcher administered an online questionnaire to individuals who had viewed smartphone product videos on YouTube. The questionnaire, comprising 350 valid responses, served as the means to test the hypotheses using the Structural Equation Modelling approach. The research yielded significant findings, that factors such as video quality, duration, and the adeptness and delivery of the presentation are crucial in influencing the purchase decisions of Millennial consumers. In summary, these findings imply that those aspects play a substantial and positive role in heightening the purchase intentions of Millennials in Tasikmalaya City.

How to target millennials as beer consumers through social responsibility? The case of Plzenský Prazdroj

The paper evaluates the consumer attitude of millennials as beer consumers through social responsibility. Various CSR activities are applied by beer producer companies that target different age groups, gender, etc., through different communication channels. The main subject of the paper is the beer producer company, Plzenský Prazdroj (PP), which has an ambitious strategy related to the environment, waste management, underage alcohol drinking, and other aspects. Even though the company has a promising vision relating to CSR, the effect on consumer awareness can be different than expected. Therefore, a general hypothesis was set on whether there is or is not a difference between millennials in their attitudes towards CSR activities of PP. The characteristics of the research sample are displayed on the set of general factors, such as gender, age, monthly income, and more; beer factors like beer preferences, place of drinking, disposal of plastics, etc.; and attitudes of the monitored millennials towards the selected CSR activities of PP, such as recyclable packaging, Promile app, support of communities and more. The results of the paper assist in understanding the consumer attitude of this age group, and their perception of the CSR activities of PP, and can contribute to a successful marketing strategy creation of Plzenský Prazdroj oriented toward targeted cohort. Concerning the results, we created suggestions and recommendations for PP such as diversification of product portfolio and/or even business activities, diversification of non-alcoholic beer products, strengthening the CSR activities relating to the environment and waste management, and creating CSR activities that enable the engagement of millennials via their smartphones. The outcomes can also benefit other brewing companies in terms of CSR activities and marketing strategy creation.

Millennial attitudes toward disability in three social contexts

ABSTRACT Thirty years after the passage of the Americans with Disabilities Act (ADA), millennial generation young adults have been raised in an era of legally mandated inclusion for people with disabilities. Millennials have enrolled in inclusive public-school classrooms, have traveled through ADA-compliant infrastructure, and have had employment in ADA-protected spaces, yet the extent to which their attitudes have been shaped by this socioecological context is not comprehensively understood. Integrating perspectives from the social model of disability and socioecological theory, the goal of this study is to provide insight into millennial perceptions and attitudes toward people with disabilities in three contexts: workplace/employment, education, and social relationships, including neighborhood, dating/marriage, and childbearing. Analyzing survey data from a sample of 745 undergraduate students, aged 18–34 years, collected at a Hispanic Serving Public Institution in South Texas, the study tests differences within the sample by sociodemographic characteristics, exposure to, and contact experience with people with disabilities. The results show that millennial adults have experienced widespread direct or indirect interactions with people with disabilities. Furthermore, exposure to disability, particularly meaningful contact experiences, generally correlates with positive attitudes across the three contexts, with few significant sociodemographic differences. These findings indicate that the new practices of inclusion mandated by the ADA are having their desired effects in promoting fundamental and integrated social acceptance.

Millennial Generation Behavior in Halal Tourism in South Sulawesi

The halal industry is currently the main focus in developing the sharia economy. One that is related to the halal industry is halal tourism. Thus, this article aims to look at the role of the millennial generation in buying halal tourism in the South Sulawesi region. The research method used is quantitative. The analytical method used is the Path Analysis method with SmartPLS 3.0 software. The method of data collection is by purposive sampling technique. The number of respondents is 181. This study showed that the variable of Islamic religiosity has a significant effect on millennial attitudes and behavior in purchasing halal tourism. While the halal tourism knowledge variable in this study had a significant effect on the attitude variable, it did not significantly affect their behavior. The Islamic Religious Millennial Generation has a significant effect on the attitude of purchasing halal tourism. Millennials and Islamic Religious Attitude have a considerable influence on the buying behavior of halal tourism.Keywords: Attitude, Behavior, Halal Tourism, Islamic Religiosity, Millennial Generation.

Methodological aspects of generational differentiation: on the example of determining nutritional attitudes of Russian millennials

The article is devoted to the description of the original method of generational differences analysis. This method is called the maximum differentiation scheme. With the help of the scheme we investigated unique trends in the millennial generation (born 1982–2000), which were observed neither in the entire sample nor in the other two generations for three types of data collection methods (cross-sectional analysis, analysis of temporal changes and long-term analysis). To satisfy the mechanics of the scheme, in addition to millennials, the Soviet generation (born 1947–1967) and the reform generation (born 1968–1981) were used for systematic comparisons. The research was conducted using data from the Russian Target Group Index. Thanks to the scheme, the author showed that only the statement “I prefer vegetarian food” can be considered a truly characteristic attitude of millennials. However, the scheme has two important limitations: 1) it is not sensitive to trends that are not unique to a particular generation; 2) the scheme cannot be used as the only type of analysis and needs additional methodological procedures. Taking into account these limitations, the maximum differentiation scheme can be useful both as a unique type of preliminary analysis of generational differences, and included in a broader approach to working with age and period effects.

Perception of Gluten-Free Bread as Influenced by Information and Health and Taste Attitudes of Millennials.

Information on what drives consumers to like or dislike bread is needed to provide insight on developing gluten-free (GF) bread, using indigenous and sustainable crops in Africa, such as sorghum and millet. Consumer attitudes toward the health and taste aspects of food are major drivers of food choices. The objectives of this work were (1) to determine the health and taste attitudes (HTAs) and general perceptions of a group of millennial consumers in South Africa (n = 354), concerning GF breads; and (2) to determine whether HTAs affect the acceptability of sensory properties of commercial GF breads, as assessed by consumers (n = 173), under informed and uninformed conditions. Mean scores of the taste factors were higher compared to health factors, indicating a greater taste orientation. The sensory properties of standard wheat breads were preferred over two commercial GF breads, irrespective of the health/taste interests of consumers, or if they were informed/uninformed about the nature of the bread (GF or wheat). Knowledge that bread samples were GF reduced only the acceptability of the aroma of GF bread. GF bread was perceived as healthier, but less tasty. For this group of millennials, the sensory properties of bread was the main driver of choice.

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

“Flipped” method for teaching grammar of a foreign language at non-linguistic faculties

The article deals with the theoretical description, analysis, and recommendations for the use of the “flipped” method for teaching foreign language grammar, which is introduced into the educational process of higher education institutions. The essence of the technology of flipped learning consists in the reorganization of the educational process – the home study of new material and classroom practice to reinforce it allows to make the learning process more effective. The “flipped” method has its advantages and disadvantages both for teachers and students. The advantages include intensification of the use of classroom time; proactivity, increased responsibility, and autonomy of students; conscious assimilation of educational material; creativity and critical thinking; taking into account the specifics of professionally oriented education, age characteristics and psychological needs of students; an opportunity to work on an individual schedule; archiving of materials. The “flipped” method encourages proactive schemes of teacher-student interaction. Experiments have shown a positive attitude of millennials to the inverted format after a period of adaptation and development. The level of acquisition of the new material depends on the internal motivation of the student. The classroom interactive and group-based tasks create and maintain external motivation.

LUXURY HOSPITALITY SERVICE ADOPTION AMONGST INDIAN MILLENNIAL: AN ANALYTICAL APPROACH

Understanding the Indian millennial travelers is vital in providing insights into their behavior while presenting additional challenges to successfully targeting different demographic cohorts for luxury products and services. The present study investigates the factors that define the value perceptions and attitude of Millennials towards luxury service consumption in India. The findings revealed social value as an important factor that influences the attitude of millennial consumers towards purchasing luxury tourism services. Along with providing a theoretical model for behavior, the study provides insights into measuring tourist value preferences by utilizing empirical data within luxury tourism contexts and suggests the tourism and hospitality business practitioners to make innovations in product, service management, and marketing to draw the attention of such a potential segment. Moreover, this study augments the existing knowledge of luxury value and travel patterns of emerging and potential consumers while developing a theoretical model to validate and analyze the luxury service consumption amongst them.

The influence of values in sustainable consumption among millennials

Due to climate change and global warming, sustainable consumption—as one possible solution to these challenges—is becoming more and more relevant. One generation that is affected the most by these developments are the millennials. While more and more baby boomers are retiring, millennials are now transitioning from being in training to being full-time employed, which marks a big change in their lives and makes understanding their values and consumption behaviour more important for marketers. The goal of our study is to clarify which values influence the building of attitude of millennials, if this influence differs according to employment status, and how attitude affects purchase intention concerning sustainable goods. Building to the list of values by Kahle (1983), the theory of planned behaviour, and perceived consumer effectiveness, we construct a framework to understand how values and employment status of millennials interact with their purchasing intention. Our results show that, among others, the values, that play a role during purchase intention forming, differ depending on the employment status. We also find that millennials place high importance on being in control when purchasing sustainable goods. Advertising and product managers can use our results to better understand and target the audience of their products as they construct their marketing efforts with the values of the audience in mind. In particular, messages that comply with the notion of being in control should be considered in every communication channel. This way, they may increase the share of sustainable consumers.

Exploring the attitudes of Millennials and Generation Xers toward ridesourcing services.

This paper presents a study investigating the potential market of ridesourcing services, with a focus on the attitudinal and preferential differences between Millennials and Generation Xers. Data obtained from a stated preference survey were utilized, where the respondents were asked to choose between a conventional mode (private vehicle driver, transit, or private vehicle passenger) and ridesourcing modes (exclusive ride and shared ride). Error component nested logit models were developed for Generation Xers and Millennials, respectively. Latent attitudes derived through factor analysis were incorporated into models. A wide range of attitudinal indicators, including general mobility attitudes, perceived benefits and concerns of shared mobility services, reasons for or against owning a car, reasons for ridings Autonomous Vehicles (AV), and the most desired AV features were considered to extract latent attitudes. Model results indicated distinct mode choice behavior between Millennials and Generation Xers. For Generation Xers, the choice to switch to ridesourcing was highly dependent on the perceived time and cost benefits of shared mobility. On the other hand, Millennials’ choices were more likely to be influenced by their attitudes or desire toward technology, on-demand services, and driving stress relief. Interestingly, the joy of driving showed a negative impact on Millennials' use of shared-ride services only. The findings from this study provide a more in-depth understanding of the distinct behavior of Generation Xers and Millennials toward shared mobility services, which could help develop strategies and policies to focus more effectively on the needs and concerns of individuals based on their characteristics and attitudes and help promote sustainable transportation system.

Factors Affecting Millennial Customers' Savings Intention in Islamic Banks

One of the intentioning topics in the banking world is the merger of State-Owned Sharia Banks into one name, namely Bank Syariah Indonesia. This encourages researchers to explore further, one of which is in the marketing aspect. This study aims to analyze the factors that affect the intention in saving at Bank Syariah Indonesia for millennials. This research is a quantitative study with data collected through a questionnaire to 250 millennials in Yogyakarta. The analysis in this study uses a structural equation model with Smart PLS software. The results of this study indicate that product knowledge, religiosity and brand image have a significant effect on millennial attitudes towards Bank Syariah Indonesia. This research also finds that subjective attitudes and norms do not have a significant effect on the intention in becoming a customer at Bank Syariah Indonesia.