Generation Y’S Representations of Who They Are and How They Give.

Caroline Urbain, University of Nantes, France
Marine Le Gall-Ely, ICI, Université de Bretagne Occidentale, France
Christine Gonzalez, University of Nantes, France
This research, based on the free association method and conducted in France among 276 young adults born between 1979 and 1991 (financially autonomous), shed light on the complex representations Generation Y has of itself and of giving behaviors, offering cues for charities and associative organizations to renew their potential donators.
[ to cite ]:
Caroline Urbain, Marine Le Gall-Ely, and Christine Gonzalez (2011) ,"Generation Y’S Representations of Who They Are and How They Give.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.