The aim of this enquiry is to provide a modest insight into the consumer behaviour of generation Y as postmodern consumers in a digital setting. The study adds to the literature on inter-generational issues and Internet user behaviour with reference to generation Y and digital technology. In 2012, many Y-Geners turned 32 years old. How much do we really know about Gen Y? A number of disparaging remarks have been made about this generation by employers, the media and educators. They seem to have their own attitudes and lifestyle, quite distinct from earlier generations of workers and students. Baby boomers and Gen X now face the challenge of educating and/ or managing this younger population.

Autorentext

Jessica Lichy, PhD in online consumer behaviour in a cross-cultural context. Based at IDRAC (France) current focus of research concerns Internet user behaviour in a cross-cultural management perspective. Erasmus visiting professor for IDRAC partners. Other areas of interest: international management, digital marketing and research methodology.