Indian Millennials Research Articles

Comparative Study to Understand Religiosity between Millennials and Gen z in India

The present study tries to quantitatively understand the religiosity among the millennials and Gen Z population in India. As per the current scenario there is a worldwide decrease in religiosity or religious affiliation among millennials and Gen Y. This paper tries to understand this trend among Indian millennials and the Gen Z population. Religion being a sensitive and merely studied concept in the country this research gives a novel and brief outlook of this concept. Forthe research N=140 participants (37 males, 103 females), comprising of Millennials (n=70) and Gen Z (n=70) willingly gave their consent to be a part of the study. The paper analyses the five dimensions of religiosity among participants using The Centrality of Religiosity Scale (Huber & Huber, 2012). In addition to generation change, the study also tries to understand the impact of, gender difference, profession, and, domicile on religiosity. Findings state that religiosity between millennials and gen z do not differ from each other. Key words: Religiosity, millennials, Gen z, Indian population

The intersection of faith and tourism: an exploratory study on halal tourism motivations among Indian millennials

Purpose This study aims to explore the motivations of emerging market millennial Muslims to partake in halal tourism, a developing sector of the travel industry that caters to the religious practices of Muslim tourists. Design/methodology/approach This study is qualitative in nature. In-depth interviews were conducted with millennials aged 25–40 in India to gain an understanding of the factors that influence their decision-making and travel behaviour. Further, thematic analysis was used to analyse the data. Findings The findings emphasise the intricate interplay between faith, cultural and social factors in millennial Indians’ motivations for halal travel. The study found that religious motivations, such as the desire to fulfil religious duties and participate in spiritual experiences, were significant factors in halal tourism. Social motivations, such as the desire to interact with other Muslims and strengthen family ties, also played a significant role. The study also highlighted the importance of environmental sustainability and conservation efforts in the decision-making process of Indian millennials when choosing halal travel options. Originality/value This study contributes to the literature on halal tourism by exploring the motivations of emerging-market millennial Muslims. The study is original in its focus on the Indian context and the inclusion of sustainability and conservation efforts in the analysis of motivations for halal tourism.

Demystifying the Effect of Social Media Advertising on Purchase Intention of Millennials: Role of eWOM and Privacy Concerns

The substantial impact of businesses’ strong online presence on consumers’ spending habits, especially among decision-makers, cannot be overstated. One of the forms of online product reviews is electronic word-of-mouth (eWOM), and it has a significant impact on consumers’ attitude towards a product as well as their intentions to purchase. This article aims to provide a conceptual framework that assesses how eWOM and privacy issues affect Indian millennials’ attitude towards social media advertising and the subsequent effect of attitude on purchase intention. The data were gathered through non-probability sampling from 340 social network users utilising an online questionnaire through Google Forms. The adapted scales were validated using confirmatory factor analysis, followed by path analysis using SPSS AMOS 26.0 to examine numerous hypotheses that had been formulated. The results revealed significant relationships that are helpful in recognising the attitude and purchase intention of Indian millennials regarding social media advertisements. The study can be helpful to brand managers, marketing executives, and advertisers in generating social media commercials by incorporating key elements that can positively mould attitudes and further develop purchase intention.

Examining the Influence of Consumer-level Psychological Factors on Green Purchase Behaviour: Analyzing Socio-demographic Aspects Among Indian Millennials

This study aims to examine the influence of consumer-level psychological factors like affordability, availability, awareness and apprehension on green purchase behaviour among Indian Millennials while buying fast-moving consumer goods. 651 responses were analyzed on SmartPLS 4, and was it found that affordability, awareness and availability had a significant positive impact on green purchase behaviour, while apprehension did not show any significant impact. To increase green purchase behaviour, managers should make eco-friendly products affordable and widely available while promoting consumer awareness. As per the results, addressing consumer apprehension is not a significant factor in influencing green purchase behaviour, which indicates that managers need not worry much about addressing consumer fears while promoting green products. Though the study found no significant difference in green purchase behaviour between genders; education, occupation and income groups showed significant differences in purchase behaviour. This nuanced understanding offers companies and marketers a foundation to craft targeted marketing strategies aimed at encouraging the Indian Millennials to choose sustainable options in their consumer habits.

An elicitation study to understand the equity investment motivation and decisions among Indian millennials

Purpose Millennials are a vital generational cohort of the Indian population, and understanding their motivation to participate in the stock market is crucial. This study aims to understand the investment decision-making behavior among millennials in the Indian Stock Market. Design/methodology/approach Using a cross-sectional research design that entails in-depth personal interviews, this study aims to understand the equity investment behavior of millennials. Verbatim texts from interview transcripts were used to analyze the content and arrive at themes. Findings The study investigated the motivation to enter the stock market and gained insights into how individuals make equity investment decisions considering economic and behavioral dimensions. The basis for stock selection was predominantly on the self-analysis of investors. Multiple stock selection priorities are also discussed. In addition, informants ensured asset diversification and exercised various strategies to overcome emotions. Furthermore, they suffered from various behavioral biases. Practical implications Individual investors are the least informed and most impacted stakeholders in the stock markets; therefore, this study contributes fresh insights to enhance their financial security. The paper also examines some noticeable behavioral tendencies retail investors exhibit and gathers helpful strategies for mitigating behavioral biases. Originality/value The uniqueness of the research lies in its adoption of a qualitative methodology that uses the investment experience of millennial investors to reveal the components of decision-making behavior and investor psychology. The findings are thereby unique and have significant managerial implications.

Does Materialism Make Indian Millennials Miserable or Is It a Key to Life Satisfaction? Exploring the Moderating Role of Gratitude

Materialism as a concept has captured extensive attention across the world for more than two decades. In the extant literature, the relationship between materialism and life satisfaction remains inconclusive and has limited explanation in different cross-cultural contexts. This article extends the existing research on this relationship in a unique cultural context among Indian millennials. It also explores the role of gratitude and need satisfaction in the said relationship. A moderated mediation model is derived to represent the relationship. Data from 309 respondents in the age group of 18–35 years was collected using a questionnaire survey. A moderated mediation analysis was carried out using the PROCESS macro for SPSS. The findings establish that different levels of gratitude have a different impact on the relationship between materialism and life satisfaction. They highlight the importance of gratitude in attaining life satisfaction and reinforce the importance of studying this relationship in a different cross-cultural context.

Empirical Study of Employees’ Career Attitudes and Organisational Citizenship Behaviour to Ensure Sound Organisational Health: A Structural Equation Approach

In the era of globalisation, a lot of disruptions have brought about radical changes in how businesses operate. This has led to the changing patterns of employer-employee relationships which are important for the health of the organisation. This has called for the need to understand the career attitude of employees, working in the organisations. The purpose of this article is to investigate the relationship between protean career, boundaryless career attitude, organisational mobility preferences and organisational citizenship behaviour (an important parameter of sound organisational health) of Indian millennials. Data from 204 employees, working in multi-national organisations located in Delhi and the NCR region of India, was used to investigate the relationship between the said constructs and their relationship. The study focussed on multi analytical approach using structural equation modelling to study the relationships among the various dimensions. The results of the study show that protean career attitude, boundaryless career attitude and organisational mobility preferences are significantly related to each other. The study would help the organisations to work on designing career coping strategies for the employees to enhance their productivity at work. The study may add some important perspectives to the literature on career already available and may serve as a basis for further enhancing the psychological contract of the current workforce.

Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India : Through the Lens of Theory of Planned Behavior

Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India : Through the Lens of Theory of Planned Behavior

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

The purpose of this study report is to identify the brand awareness of Indian millennials towards the brand personalities of apparel brands. The idea of brand personality has recently received a lot of attention as it is an essential component of the symbolic and emotional traits of a business. Consumers’ perceptions of a brand’s human qualities are referred to as its ‘brand personality’. The utilisation of brand personality connections by marketers and advertisers can help them create more effective strategies for showcasing products in a way that appeals to consumers on an emotional level. Brand personality is important from both the advertiser’s and the consumer’s perspectives. Because of this, it is now being used more often to change customer behaviour. The primary sources from which the data were acquired were surveyed. Non-probability sampling techniques were used by the researcher. Using a survey technique, the researcher obtained information from the millennials. A total of 450 Generation Y consumers provided data. In this study, Chi-square was used to show the significant disparities in brand personality awareness among millennials. The survey found that urban school and college students and independent earnings individuals who earn a fair living had a propensity to be more aware of brand personality.

Indian Millennials’ Financial Literacy and Its Relationship with Financial Instruments and Fintech

The study aims to evaluate the relationship between the use of nine financial instruments and the usage of two fintech applications with the four pillars of financial literacy, namely financial knowledge, advanced financial knowledge, financial behaviour, and financial attitude. A mixed-method analysis is conducted, proceeding with primary research through online surveys of 189 respondents and consequently phenomenology-based interviews with select respondents. A series of logistic regression estimates are specified to evaluate the relationships. Financial behaviour is identified as the pillar that explains the usage of the majority of instruments, while financial knowledge and financial attitude have the lowest explanatory power. The study makes important contributions by adapting OECD’s financial literacy construct to evaluate its relationship with different instruments and fintech uses for millennials, a demographic that is a key focus for policymakers, financial services firms, and startups in the post-pandemic digital native world.

Identifying the Factors of E-service Quality among Indian Millennial Streaming Service Users

This research sought to explore the preferences of Indian Millennial in the realm of streaming services, specifically focusing on music. The goal was to uncover the intricate connections between various quality dimensions within six services: web design, performance, personalization, trust, satisfaction, and repurchase intention. Employing an e-service quality measurement and a quantitative research methodology, the study distributed questionnaires to 400 Indian millennial known for their heavy usage of music streaming services, gathered from local private colleges and universities. Data analysis involved descriptive analysis and partial least squares for structural modeling. The study's findings indicated significant associations between web design, customization, and repurchase intention. Performance factors, such as reliability and responsiveness, played a crucial role in satisfaction, and a link between satisfaction and repurchase intention was established. Notably, trust did not show a significant influence on purchase intention. These findings contribute valuable insights that can be applied not only to streaming music services but also to other e-services, aiding in the development of quality metrics to assess customer-centric effectiveness. The suggestion for future research includes exploring different types of e-services with varied quality dimensions for a comprehensive and comparative analysis.Top of Form

Consequences of Changing Lifestyle amongst Indian Millennials on Procreation: An Overview

Abstract Conventionally, the focus of childbirth-related policies of the Government of India and other non-governmental organisations had been to mitigate teenage pregnancies and child marriage since being of tender age, they are most susceptible to mishaps. This problem has been adequately addressed at present and efforts are on-going in this direction. However, India’s blue-collared corporate workforce is rapidly growing in the age of information technology. Stressed working environment with long work hours for the pressure of completing deadlines, millions of young Indian millennial professionals are heading towards a life full of ailments and health issues and concerns The social, mental and health issues of the Indian millennial have been ignored or rather overseen by the Government, as well as Social Organisations mainly because of them being relatively better in the economic front. The focus of the present article is on late marriage, geriatric pregnancy and related health issues of the Indian millennial and its relevant impact on procreation complication.

Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India

The ubiquity of mobile phones and the Internet has affected every individual and their lifestyle. The Internet is used a great deal by organisations and companies to examine and analyse data and also for marketing. Millennials are now active participants in the Internet, having surpassed Generation Z, particularly in usage of social media, blogs, forums, wikis and other interactive online activities; voicing their opinions and preferences based on their experiences in online marketing and purchasing, especially during the pandemic. This study analyses the purchase intention of Generation Z and Millennials in India as a variable against online marketing strategies, with moderators based on age, income and gender. The four Ps are analysed against the purchase intention. Methodologies used for analyses are regression and Hayes process-macro with SPSS. The research finds that among the four Ps, place has no impact on purchase intention and gender does not moderate the relationship of the variables. Thus, the study concludes that price, promotion and product are significant factors for respondents who intend to purchase online, and age and income also play a vital role.

Workplace Spirituality, Employee Engagement and Employee Loyalty: A Conceptual Study on their Interconnection

As opposed to the early modern time, the variety of work has remarkably changed in the contemporary era. Today’s workforce experiences greater desolation and disassociation from associates due to distance working, and continual use of business technology like emailing, and sharing files through various platforms may also make personnels feel less akined in their nest. The level of subjective effort employees are willing to put forth on behalf of their employer is a key indicator of how committed they are to their jobs. This is what is meant when we talk about employee engagement. Highly engaged employees surpass the bottom line commitment marked off in their work specification,bringing in new ideas and thinking unconventionally making headway for the organisations which is very progressive in nature, as has been observed in many prior research results. This is similar to how people make one self-available for handing their time and energy to accommodate a cause they are genuinely zealous about. The idea that each person has internal logics,rightness, and inclination to engage in professions that offer their lives and the lives of others more purpose is included in the concept of spirituality. According to a PwC India report, up to 37% of millennials plan to change jobs in the upcoming year. The goal of the current paper is to investigate the relationship between employee engagement, workplace spirituality (purposeful work, a sense of belonging , and alignment with organisational values) and employee loyalty (intention to stay) {JOUR Aboobaker, Nimitha Edward, Manoj K.A., Zakkariya 2020/01/02 Workplace spirituality and employee loyalty: an empirical investigation among millennials in India } particular relation to millennials, who are three times as likely than other generations to move occupations.

Shifting consumers’ mindset towards the growth of sustainable fashion practices in India

The concept of sustainability is becoming increasingly important to Indian customers. Millennials are recognized to be the most active, intelligent and sensitive buyers and consumers. This article focuses on millennials, because India has the world’s largest millennial population. Millennials are known for their high spending power and desire for eco-friendly workplaces and products. Indian millennials are more concerned about their buying behaviours’ environmental effects than their social and economic effects. The transformation of consumer behaviour towards more environmentally responsible consumption is a challenge for many countries, including India. It is not enough to have socially responsible firms that make environmentally friendly goods or to create standards for regulatory compliance; one must also meet customers’ growing need for ecologically responsible fashion. As time passed, consumers have become more enlightened about the products they purchase and how they are made. Consumers now want to make socially responsible purchases that boost their wardrobes. Large global fashion companies are increasingly prioritizing an ethical and transparent fashion industry that honours clients and the local ecosystem. Slow designer brands develop sustainable and ethical clothing by providing safe work environments to labourers, partnering with handloom industries and talented artisans to create handmade goods, employing green products or recyclable materials and upcycling post-production and post-consumer waste. The growing movement towards fashion that is both environmentally and socially responsible can be seen clearly in India. New and established fashion companies are transforming daily to meet the growing demand for environmentally friendly clothes by embracing new innovative approaches, new designer brands and new supply chain systems. This research’s main goal is to understand the shifts that sustainable fashion recommends, which are also necessary for ethical production and consumption. The goal is to uncover clients’ psychological buying habits and persuade them to shift their decision to buy sustainable clothes.

Assessing the impact of perceived social media usefulness on Indian millennials’ online booking decision

Assessing the impact of perceived social media usefulness on Indian millennials’ online booking decision

Coping strategies mediating the effects of job insecurity on subjective well-being, leading to presenteeism: an empirical study

Coping strategies mediating the effects of job insecurity on subjective well-being, leading to presenteeism: an empirical study

Examining the Beliefs, Attitudes, and Behavioural Responses of Indian Millennials Towards Social Media Advertisements

The purpose of the study is to examine the relationships of Indian social media users among their beliefs, attitudes, and behavioural responses towards social media advertisements. Hence, a conceptual framework based on Pollay and Mittal advertising model with two additional variables has been proposed. A quantitative approach of research has been followed, where data has been collected using a self-designed questionnaire from 472 Indian millennials who are active social media users. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on social media sites, where the beliefs such as product information, hedonism, social role, and incentives have a significant positive relationship with attitude towards social media advertising, whereas the belief factors such as materialism, falsity, and irritation have a significant negative relationship with attitude towards social media advertising.

Exploring the relationship between Maslows needs theory and green purchase behaviour of Indian millennials: a structural equation modelling approach

Exploring the relationship between Maslows needs theory and green purchase behaviour of Indian millennials: a structural equation modelling approach

Organisational effectiveness and career support: an integrated model for Indian millennials

The purpose of this study is to examine the impact of organisational support for career development (OSCD) on organisational effectiveness (OE). It is a cross-sectional study based on responses collected from 252 millennial employees. The research perspective of this article is that when employees perceive the organisation's support in their career development, they reciprocate it with positive behaviour thus contributing to the overall effectiveness of the organisation. The hypotheses on collected data were tested with the help of SEM. The results indicated a significant impact of organisational support for career development on organisational citizenship behaviour and organisational effectiveness. The research is limited to the IT companies in Bangalore City, India. The article is a major contribution to the literature in bridging the gap on the impact of organisational support for career development and organisational outcomes.