WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY

Authors

DOI:

https://doi.org/10.18568/internext.v19i1.773

Keywords:

Work Values, Technology, Digital Behavior, Generation Z, Cross-Country

Abstract

Objective: The aim of this study was to analyze the differences related to work values and attitudes toward the technology of Generation Z in Brazil and Germany. Method: The proposed hypotheses were tested in a survey of 122 Brazilian and German participants. The data were analyzed using t-test and logistic regression models. Main Results: The results present differences between Brazilian and German Generation Z, challenging the literature that analyzes Generation Z as a global generation and reinforcing cultural differences between nationalities. The Brazilian sample presents more instrumental and prestige work values and is more positive and less negative regarding technology than the German sample. Relevance/Originality: The paper’s contribution provides evidence of Generation Z’s differences according to nationalities relevant to shaping their relationship with work and technology. The analysis of both constructs is interesting nowadays because of their interrelationship and the current changes in global work boundaries. Theoretical/Methodological Contributions: The literature predominantly presents that Generation Z is a global generation. Comparing participants from two countries with different levels of development provides an insight into their differences regarding work values and attitudes, which can be valuable for business management literature. Practical/Social Contributions: Recommendations for businesses are provided to improve attraction and retention strategies to tackle the shortage of skilled workers. This implies management strategies for firms with multicultural teams.

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Author Biographies

Celine Münz, Deggendorf Institute of Technology – Deggendorf, Germany.

Celine Münz has a Master’s degree in Strategic and International Management from the Deggendorf Institute of Technology (DIT) in Germany and a Business Administration at the University of Fortaleza (UNIFOR) in Brazil as part of a double degree program. She received a bachelor’s degree in Tourism Management from DIT in 2021. Her current research focuses on Generation Z in Brazil and Germany in regard to their attitudes and work values, including implications for businesses.

Keysa Manuela Cunha de Mascena, Universidade de Fortaleza – Fortaleza (CE), Brazil.

Keysa Mascena is a professor of the Graduate Program of Business Administration at the University of Fortaleza (PPGA/UNIFOR). She got her Ph.D. degree in 2018 at the School of Economics, Administration, and Accounting at the University of São Paulo (FEA-USP), Brazil. She coordinates a research group of management, social issues, and stakeholders at Unifor. She participates actively in Brazilian academic associations and is an editor-in-chief and associate editor of Brazilian journals. She has international research experience and cooperation. Her research focus is value for stakeholders, stakeholder theory, sustainability strategy, and social impact.

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Published

2024-02-01

How to Cite

Münz, C., & Mascena, K. M. C. de. (2024). WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY. Internext - International Business and Management Review, 19(1). https://doi.org/10.18568/internext.v19i1.773

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Vol. 19 No. 1 (2024): Janeiro - Abril

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