Advances in Consumer Research
Issue:6 : 1175-1183
Original Article
Changing Aspirations in Generation Z: An Exploratory Study
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Affiliation Address: Jaypee Institute of Information Technology, Noida
Abstract

The study analyzes the changing work desires of the Generation Z, concentrating on their preference of stability, flexibility, developmental feedback, inclusion, and entrepreneurship desire. The aim was to establish aspirations, study patterns of co-occurrence and evaluate disparity in gender and previous job experience. Primary information was gathered based on the exploratory descriptive design using 100 students in Delhi-NCR with the help of a structured questionnaire and evaluated with the help of descriptive statistics, reliability tests, correlations, Fisher exact test, and the Mann-Whitney U test. The results show that there are high inclusion, autonomy, feedback, and hybrid work preferences, moderate job security, and significant entrepreneurial interests. Findings also indicate a positive relationship between autonomy and entrepreneurial inclination and that the previous work experience enhances entrepreneurial orientation immensely. The study concludes that Generation Z is interested in supportive and flexible work environment and growth opportunities without disregarding the traditional stability requirements and new entrepreneurial desires...

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