Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and …

In een tijd waarin generatie Z massaal de arbeidsmarkt betreedt, wordt het voor organisaties steeds belangrijker om hun werkbeleving en behoeften te begrijpen. Dit onderzoek richt zich op de werktevredenheid van generatie Z binnen de retailomgeving van Rituals. Met een combinatie van kwalitatieve …

In dit onderzoek wordt gekeken naar naar het samenspel tussen de oudste generatie en een andere generatiegroep in de samenleving, de gen – Z (geboren na 2001) en millennials (geboren tussen 1986 en 2000) die net klaar zijn met hun studie. Ze hebben in hun maatschappelijke leven nog niet zoveel met ouderen …

In turbulent times marked by environmental urgency and democratic uncertainty, Generation Z is emerging as a vital actor in sustainability transitions. Defined as those born between 1997 and 2012, Gen Z is known for growing up in a digital world, with strong values around inclusion, climate action, and …

This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment …

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 …

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This article offers an overview of 94 scientific studies (published between 2006 and 2022) to examine how young people (ages 10–36) define, consume, and evaluate news. Research on news and youth has exploded over the past decades, but what can we conclude from it, and how should journalism scholars move …

This thesis dives into the dynamics of developing a competitive rental strategy for luxury fashion brands. Focusing on the evolving landscape of the fashion rental sector, as well as the fashion luxury sector, it investigates factors influencing consumer behavior, industry challenges, and opportunities …

Tijdens het symposium willen we genodigden op een interactieve manier betrekken bij de onderzoeksresultaten van onze junior onderzoekers.