Young Millennials Research Articles

Strategy for strengthening social capital for the geographical indication protection community of Arabica coffee: A case study in the South Tapanuli Regency, Indonesia

Arabica coffee is a strategic commodity in Indonesia, especially in the South Tapanuli Regency, where the population of Arabica coffee farmers is concentrated in this area; their coffee product is known for its unique tastes. This opportunity improves agricultural jobs for young millennials interested in coffee. This research aimed to determine the role of farmers’ institutional social capital in supporting Arabica coffee agribusiness and define the strategy used to strengthen social capital in the community to protect the geographical indications protection community (GIPC) of Arabica coffee in South Tapanuli Regency. The methodologies for this research were both descriptive and qualitative approaches. The research used 15 informants from GIPC. The data analysis techniques included data reduction, presentation, conclusion, and verification. Three components were found after analyzing the social capital of GIPC Arabica coffee Sipirok’s institution in supporting the growth of Arabica coffee agribusiness in South Tapanuli Regency; they were norms, trust, and social networking. Therefore, the coffee agribusiness development strategy in South Tapanuli Regency was to strengthen internal GIPC and increase administrators' and members' capacity to consensus or mutual agreement related to GIPC institutional governance.

X’s and Y’s in the Midst of the Pandemic: Generational Identity, Mental Well-being and Life Satisfaction Among Filipino Adult Learners

<p style="text-align: justify;">The 2019 novel Coronavirus disease (COVID-19) has increased the mental health challenges and decreased the quality of life among students and the general adult population. However, adult learners and non-traditional students who are currently at their quarter and midlife during the pandemic, remain underrepresented in well-being research. Moreover, the unique sociocultural and historical contexts specific to generational cohorts may have an impact on the way they experience and cope with the challenges brought about by the pandemic. This study sought to determine the relationships among generational identity, mental well-being and life satisfaction among Millennial and Generation X Filipino adult learners. A total of 543 adult learners participated in this online cross-sectional study. Findings suggest that young millennials reported lower levels of mental well-being and life satisfaction compared to old millennials and Gen Xers. Moreover, mental well-being was found to be a predictor of life satisfaction among Filipino adult learners, regardless of their generational identity. Schools must implement initiatives to monitor and address mental health issues among adult learners, contextualized to quarter and midlife contexts.</p>

Looking at young millennials’ risk perception and purchase intention toward GM foods: Exploring the role of source credibility and risk attitude

This study investigated young millennials’ risk perception, benefit perception, and purchase intention toward GM foods by testing the effects of source credibility and risk attitude. By comparing two samples collected in the U.S. (N = 207) and China (N = 242), we found that source credibility positively influenced benefit perceptions of GM foods among Chinese millennial consumers. Results also revealed risk attitude significantly influenced both American and Chinese millennial consumers’ intention to purchase GM foods. Furthermore, a significant interaction effect between source credibility and risk attitude was found on Chinese millennial consumers’ risk perception of GM foods.

Social Media Influence Towards Understanding, Awareness and Perception on Royal Institutions: Empirical Study on Young Millennials

Social media currently plays a major role in the lives of young millennials (Gen Z) who primarily use technology to communicate, express their opinions and gather information. From one angle, social media usage brings significant benefits; the failure to use it wisely can lead to negative impacts. In the context of the Royal Institution, the liberty to use social media to express personal and public sentiments has led many youths to disregard protocol and to hurl insults to the Rulers. On the other hand, positive social media usage in this context can boost favourable perceptions of the Royal Institution. Hence, this study aims to examine how the level of understanding and awareness about our Royal Institution amongst young millennials can significantly influence their perceptions about the institution as reflected via social media. A cross-sectional survey was conducted using structured questionnaires distributed to 393 respondents comprising youths born after 1994 to fulfil the research criteria of young millennials (Gen Z). The partial least squares method was adopted for data analysis. It is confirmed that the hypothesis on the significant influence of understanding and awareness gathered from social media has reflected young millennials’ perception of our Royal Institutions. The findings are significantly important to facilitate the government in formulating policies or guidelines towards establishing positive social media usage that can nurture general respect for the Royal Institution and ultimately a harmonious social relationship between the people and the institution.

Cultural Context or Generational Cohort: Which Influences Tourist Behavior More?

According to most academics, different generations share common characteristics. This undoubtedly helps to better understand their behavior in different scenarios, predicting their responses. However, this seems questionable and that is the main purpose of this study. This research, although preliminary, try to confirm if millennials have common characteristics, or if, on the contrary, there are differences between them due to the culture in which they are immersed. To this end, it has been contextualized in a sector that is very sensitive to cultural differences, such as tourism. Data collection was carried out through a questionnaire administered in 2019 via e-mail to young South Korean and Spanish millennials (born 1982–2002). The results suggest that there do not appear to be common personality traits between the countries analyzed. The differences between the two groups for most personality traits and travel motivations were significant. The findings of this research provide several practical implications since it will make possible a more appropriate management of the tourist destination.

Exploring Intra-generational Differences Among Young Millennial Leaders on the Perceived Required Leadership Competencies for the 21st Century

With more millennials in the workforce today, a dominant body of literature tends to present them as a homogenous generation that share the same view on leadership. So far, very little studies are questioning if this generation is in fact, not more diverse and heterogeneous than shown. This paper addresses the currently accepted generalization of millennials’ views and expectations of leadership. This paper intends to study intra-generational differences on the perceived required leadership competencies for the 21st century among millennials. This qualitative phenomenological study is based on semi-structured interviews and compares two groups of millennial leaders. To meet the requirements of the lifespan approach for the age-related transition phase of graduate school-to-early professional life, one group is composed of young millennials leaders still in graduate school and the other group of young millennials leaders who have just entered the workforce. The results of the research reveal that there are differences among millennials on the perceived required leadership competencies for the 21st century and that some differences are based on the level of work experience. The research also tells that there is no consensus on how a generation perceived a phenomenon. This paper calls for more work on leadership based on the lifespan approach and it can be applied when conducting postmillennial and future millennials research on leadership. The findings of the research will help practitioners consider the differences among millennials, to adapt development programs and leadership approaches accordingly and to focus more on an inclusion and diversity management and not on single generation. The insights also call practitioners and leaders in academia to develop more training and learning opportunities for millennials on: customer centric approaches, digital transformation, sustainability business models, crisis management and financialization principles and applications.

Differences Between Senior Human Resources Managers and Young Millennials Leaders on the Perceived Required Leadership Competencies for the 21st Century

As millennials take over the workforce, there is a growing concern that generational differences will require adaptations in leadership requirements to ensure organization success. Nevertheless, emerging observations question the validity of generational differences in leadership. This qualitative paper uses semi-structured interviews with senior HR managers and young leaders to explore differences in their perceptions of the required leadership competencies for the 21st century. This paper shows that there are more similarities than differences between young leaders and senior HR managers. The research does not provide evidence to support published claims of generational differences. The research limitations of this paper lie in its reliance on the accounts of senior HR managers and young leaders working in profit-based organizations in developed countries. This paper will be helpful in designing leadership training and development programs, tailoring integration programs for new employees, and recruiting potential future leaders. It will also facilitate workshops for collaboration and team performance between younger and more experienced professionals. The study contributes additional knowledge to the field of leadership by providing a unique comparison between the views of young millennial leaders and senior HR managers on leadership competencies for the 21st century.

Gender differences in values among representatives of the millennial generation

This article examines gender differences in basic individual values among representatives of the millennial generation and older generations. Values are stable characteristics of a person that determine goals, judgments, actions, and behavior. The structure of values depends on various factors, such as age, gender, social status, education, etc. Generational differences influencing the formation of values are of particular interest. The main focus of the work is aimed at studying the generation of millennials, who now make up the most active part of the population. In total, the study involved 949 people, 528 women and 421 men aged 18 to 70 years. The respondents were divided into 3 groups according to the years of their birth: the generation of stagnation (315 people, 46 % women), the reform generation (310 people, 61 % women), the generation of millennials (324 people, 59 % women). The Portrait Questionnaire by S. Schwartz was used to assess personal values. The questionnaire reveals 10 basic values: Security, Conformity, Tradition, Self-Direction, Stimulation, Hedonism, Achievement, Power, Benevolence, and Universalism. The main results of the study include the identified gender differences in the group of millennials in the Self-Direction, Security, and Power. Men of the reform generation (who grew up in the 1990s) have significantly higher preference of Stimulation than women of the reform generation and representatives of the generation of stagnation. Conformity, Tradition, Hedonism, and Achievement have the same value among men and women regardless of age in our society. In general, compared to older generations, young millennials prefer the values of Self-Enhancement and Openness to Change as opposed to the values of Conservation and Self-Transcendence.

They Are Just Light Bulbs, Right? The Personality Antecedents of Household Energy-Saving Behavioral Intentions among Young Millennials and Gen Z.

Small individual behaviors such as household energy-saving behaviors may have major environmental impacts. Individuals may combat global warming by replacing traditional light bulbs with more energy-efficient light bulbs such as LED bulbs, which save electricity and reduce greenhouse gas emissions. Guided by the integrative model of behavioral prediction, the current study explored the effects of five individual personality differences (i.e., consideration of future consequences, environmental value orientation, individualism and collectivism, regulatory focus, and self-monitoring) on young Millennials’ and Gen Z’s attitudes, perceived norms, perceived control, and intention to switch light bulbs. The results of a survey indicated that environmental value orientation, individualism and collectivism, regulatory focus, and self-monitoring all significantly predicted attitudes, perceived norms, and perceived control, which predicted behavioral intention. The findings suggested the complex psychological nuance of environmental protection behaviors, even among the “greenest” generations. Implications and directions for future studies were discussed.

PENGEMBANGAN PENDIDIKAN AKHLAK MELALUI PEMBERDAYAAN MANAJEMEN ORGANISASI PEMUDA

Abstract: Adolescent morality is the most strategic foundation for the nation's future development. The emergence of organizations that focus on moral development such as youth hijrah, better known as shift organizations, has attracted a lot of interest among young millennials to join them. The purpose of this study is to reveal the management of the hijrah youth organization in instilling moral education among adolescents. The approach is carried out through a qualitative approach using the literature review method (narrative literature review). This research reveals that hijrah youth organizations have used the strategy of planting branding images in managing their organizations. The organization's members are driven by a millennial youth, a community leader who is appointed as a driving figure for the moral improvement of young people. The implementation of shift organization management is carried out through; (1) the relationship between members is quite communicative, (2) the cool style of young people as branding in instilling a positive impression, (3) the selection of material content close to real life, and (4) blended learning educational methods.

Middle-Class, Cosmopolitans and Precariat among Millennials between Automobility and Multimodality

This paper refers to the concept of social milieus – which classifies societies according to socio-economic and socio-cultural criteria – and applies it to the everyday mobilities of young Millennials. Starting from three contrasting young social milieus from different social classes – cosmopolitans, middle-class and precariat – differences in material mode options and psychological evaluations of transport modes were investigated, which can be understood as (individual and collective) preconditions for participation in certain hegemonic or alternative transport regimes. For this purpose, quantitative data from Germany from the early 2010s of 852 young people aged 17 to 24 were used. As a result, this study contrasts the often-proclaimed linear regime shift towards multimodality, which would treat Millennials as a supposed collective driving force. The data reveal milieu-specific deviations from the predominant transition narrative as follows: First, young cosmopolitans seem to be the only group to share the historically momentous radical emotional distance from private automobility, which is reflected in ‘green’ multimodal behaviours. In contrast, the young middle-class shows signs of (conservatively) reproducing car-oriented behaviours. Finally, the young precariat faces socio-economic restrictions and tends to be outside the dualistic categorisation of automobility/multimodality. In conclusion, we see the concept of social milieus as an important thought-provoking impetus for a necessary change of perspective in international transport and mobility research to make the problem of social division in transportation more visible. If the direction towards multimodality aligns with the normative compass for a socio-ecological transformation, (transport) policies must provide even stronger support to milieu-specific framework conditions.

Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands’ social marketing actions.

It’s about Planning: Understanding Young Millennials’ Intention toward Marriage Using the Theory of Planned Behavior

Millennials are arguably different than their previous generations and studying marriage intention among young millennials would provide insights into the changing views of the long-standing institution of marriage. This study explored the rational intention toward marriage and identify the salient determinants of marriage intention among young millennials, utilizing the theory of planned behavior (TPB). We conducted formative focus groups and a cross-sectional survey (n = 201). Getting married for love and family was positively associated with marriage intention; getting married would get in the way of one’s education and career was negatively associated with marriage intention. Moreover, the results revealed that women were motivated by happiness but were discouraged by the loss of independence when it comes to marriage; men were motivated by the possibility of starting a family but were discouraged by fear of divorces. We found parents were the only significant normative referents associated with men’s marriage intention; parents, siblings, and friends were associated with women’s marriage intention.

Savings for retirement and the millennial generation in Mexico: perception about the importance of having a retirement fund

The aim of this study focused on knowing the existing relation between Savings, Financial Capability, Future forecast and Retirement funds in relation to gender, which allows to determine the Savings culture, while also proving if there is a relationship between Savings, Financial Capability, Future forecast and Retirement funds in relation to gender among the population known as Millennial generation. The study is non-experimental, approached from the hypothetic-deductive paradigm, it is descriptive and correlational, as well as transversally cut. The participants were 89 Millennials(73% women and 27% men), whoseagesranged between 18 to 35 years old. The sample was non-probabilistic by auto-determination, since the technique used was “snowball sampling”, which consisted on sharing the instrument through social networks. For the study, the survey designed by the Mexican National Commission of Retirement Savings System (2017) was used. For the data capture and analysis, the program SPSS Statistics v23 was used and the measurement technique was Pearson s Chi square with df and sig <0.05. The main results show how young millennials have not thought about retirement or at least, they are currently not taking action on this issue, hence, they have not decided to save money for the future at the moment.Regarding the parametricresults, it was determined that thereis no relationship between what millennials perceive about keeping a record of monthly income and expenses, what they would do in case they received an unexpected sum of money, receive a monthly pension, the retirement age, amount of the retirement pension and the knowledge of what a retirement fund is with the variable gender.

Movie Induced Tourism in the Young Millennials Tourist Segment

This research is motivated by the considerable potential and market share of millennials as a tourism target market. The promotion strategy of a tourist destination is carried out through innovative media, one of which is through movie media or empirically known as the concept of Movie Induced Tourism. This research was conducted to determine the effect of movies on millennial tourist visits, applying descriptive quantitative research methods. Questionnaires were used as data collection techniques to obtain primary data and through journals and e-book to get secondary data. SEM-PLS has been applied to measure relationships between variables and research models. The results of this study are that movies attributes can have a significant positive effect on personal connections and AIDA Model.

Housing shortages and the new downturn of residential mobility in the US

Housing shortages following the global financial crisis have been accompanied by a new, sharp downturn in rates of residential mobility, largely among renters. The Great Recession precipitated major, lingering housing disruptions, with local mobility declining by one-third in the US from 2010 to 2019. Slow construction despite employment recovery and burgeoning numbers of young Millennials led to intensified competition for vacancies. That ‘friction of competition’ is posited to delay moves and reduce overall mobility rates. Questions investigated are how urban area declines in renter mobility are related to slower housing construction than job growth, fewer rental vacancy chains released by home buyers, concentrations of young adults, and affordability. Analysis is with the American Community Survey for the 100 largest metropolitan areas in the US Mobility constriction is a new indicator of declining housing opportunity. Similar outcomes bear investigation in other cities and nations impacted by housing shortages and the shift to renting.

Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials

This research examines differences in the adoption of online reselling between old and young millennials across countries in Europe. National cultural values and government policies are included in the analysis as reasons for differences between countries. Responses from 35,390 individuals from 14 European countries are used to test a multilevel model. The results indicate that young millennials are less likely to resell online. Individualism and public investment in R&D have positive effects on reselling adoption, whereas uncertainty avoidance has a negative effect. Uncertainty avoidance and investment in R&D and in education explain differences between countries in reselling adoption by young versus old millennials.

The credibility of social media beauty gurus in young millennials' cosmetic product choice.

Social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as ‘beauty gurus’, these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences. While work was conducted on social media influencers, there was no clear focus on how influencers engage with young millennials regarding the choice of cosmetics products and its use. Hence, this study analysed the beauty ‘gurus’ credibility in influencing young female millennials’ cosmetics brands of choice. A survey method was used to collect data using a judgemental sampling from young females who have subscribed and observed makeup tutorials on social media platforms, such as YouTube, Instagram, and Facebook, among many others. Additionally, a total of 271 usable questionnaires were gathered and analysed using AMOS. Credibility traits, such as knowledge, attractiveness, and relatability, were the core elements of an influencer’s capability to influence young millennials. Social media influencers were seen as a new and effective marketing tool in targeting a broad demographic and increasing brand awareness.

Students Perception About Digital Financial Services

The purpose of this research is to determine how the students from a Mexican university perceive the different digital financial services. For the study, the Durai and Stella (2019) test was used, which is made up of twelve indicators in a Likert format to assess the perception of digital services, based on their convenience, adaptability, affordability, security, user-friendliness, trailing fee, accurate timing, online monthly statement, quick financial decision making, interbank account accessibility and internet connectivity. The main findings point to the satisfaction that respondents feel towards digital financial services in the five dimensions that were studied: Internet Banking, Mobile Banking, Mobile Wallet, Credit Cards and Debit Cards. Student’s perception was extremely satisfactory towards Debit Card services, especially on the indicators of adaptability, affordability, security, user-friendliness, accurate timing, online monthly statement and portability. In addition, the Mobile Banking services had a positive impact on the Interbank account accessibility and Internet Connectivity. This could be explained by the way these current generations of young millennials easily handle technological use.

Intention to Purchase Halal Cosmetics: Do Males and Females Differ? A Multigroup Analysis

As Muslims bound to Islamic teachings, the attitude of young millennials preferring non-halal international cosmetics is trivial. Despite the acceptance of halal food, literature on the acceptance of halal cosmetics remains scarce. The intention to purchase halal cosmetics is crucial for the sustainability of halal cosmetics manufacturers. The authors used the theory of planned behavior to identify factors influencing the purchase intention of halal cosmetics among Muslim millennials. Since cosmetics are not exclusively used by females, as males are starting to use them in their daily lives, gender was incorporated into the framework to assess its moderating effect on the relationship. Furthermore, brand image was included in the theory of planned behavior. Data were collected from three universities in Malaysia. A total of 501 responses were analyzed with smart partial least squares to run a multigroup analysis. The analysis revealed that subjective norms have a stronger effect on females, and perceived behavioral control has a greater effect on males. Although attitude and brand image have a positive effect on the intention to purchase halal cosmetics, gender has no effect. The findings are essential for halal cosmetics manufacturers to craft a marketing strategy aimed at Muslim millennials in Malaysia.