Generation Y'S representations of who they are and how they give

Christine Gonzalez (), Marine Le Gall-Ely () and Caroline Urbain ()
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Christine Gonzalez: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Marine Le Gall-Ely: IREA - Institut de Recherche sur les Entreprises et les Administrations - UBS - Université de Bretagne Sud
Caroline Urbain: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: 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.

Keywords: Generation Y; donation; gift; social representations (search for similar items in EconPapers)
Date: 2011
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Published in Advances in Consumer Research, 2011, 38, pp.673

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00776835

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