This research investigates how fashion brands can authentically engage Generation Z through co-creation practices that enable meaningful product customization. Survey results revealed that while 78% of respondents expressed strong interest in customization, only 24.4% had followed through with a purchase, …

'This research explored how emotionally intelligent leadership can foster inclusive workplaces for LGBTQIA+ Generation Z employees within the Dutch hospitality industry. Despite existing legal frameworks on Diversity, Equity, and Inclusion, LGBTQIA+ Gen Z employees continue to face exclusion, microaggressions, …

This study analyzes the consumer behavior of different generations regarding plant-based drinks in the Netherlands and Canada. Dutch Millennials prefer pea-based milk, while Generation Z shows a broader preference; in Canada, generational differences are less pronounced. Purchase motives vary: social …

This document, also referred to as Justification Logfile aims to present the research process on the topic of attracting and recruiting Generation Z at DSK Bank. The Justification Logfile consists of an introduction with a company and problem analysis, followed by thorough explanation on the research …

This research was conducted to gain knowledge on the consumers’ value perception of the Nutri-Score in Germany. A particular focus is on the influence of socioeconomic status and demographic factors on consumers’ perception of the Nutri-Score. The study gathered insights on the general understanding …

This professional product is created for Saxion Career Services, as a supporting service of Saxion University. The client is looking for ways to enhance communication towards students and a way to put their wishes and needs into practice.   Saxion Career Services is a supporting service of Saxion University, …

This research is based on a study regarding why hospitality school graduates leave the industry after a few years. Purposeful hospitality was the focus of attention, and it investigated what it requires to attract and retain talent in the industry. The basis for this exploratory research stemmed from …

The aspirational luxury industry is moving beyond its current capacities. Research has indicated that the average age of the luxury consumer has gone down from 48 to 34 (Popomaronis, 2017). With an average of four devices each, the Generation Y and Z consumer want to be engaged in a seamless shopping …

This bachelor thesis addresses the question: “What does the new generation of employees really want from its employers and what impact do these employers’ preferences have on human resource management (HRM)?” This research was conducted to obtain an overview of what the new generation wants, what companies …

This dissertation addresses the central question, ‘How does the impact of influencers and brand ambassadors in the fashion industry affect the buying intentions of teenagers (ages 13-16) and Millennials?’ Many brands that use influencer marketing have been more concerned with the scope of an influencer’s …