Title: Scale of cultural values of generation Y: the case of Aburra Valley - Colombia

Authors: Sandra Milena Palacio-López; Yuri Lorene Hernández Fernández; Oscar Alonso Vélez Rojas; Javier A. Sánchez-Torres

Addresses: Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Cra. 87 #30-65, Medellín, Antioquia, Colombia ' Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Cra. 87 #30-65, Medellín, Antioquia, Colombia ' Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Cra. 87 #30-65, Medellín, Antioquia, Colombia ' Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Cra. 87 #30-65, Medellín, Antioquia, Colombia

Abstract: Generation Y is increasingly influencing society through its purchasing power and as an entity influencing other generations, so understanding its behaviour is relevant for designing strategies in different socio-economic fields. This article seeks to identify the inventory of values that regulate the behaviour of generation Y. The study used a mixed research approach. The collage technique and in-depth interviews were used for the qualitative approach, and a questionnaire applied to 330 participants was used for the quantitative approach. The results show a generation that seeks independence and stimulation, and its life guidelines are the values related to affection and the environment. These results are relevant for designing strategies in different socioeconomic areas.

Keywords: culture; values; cultural dimensions; cultural behaviour; cultural values; personality; consumer behaviour; young boys; generation Y; Colombia.

DOI: 10.1504/IJEBR.2023.129971

International Journal of Economics and Business Research, 2023 Vol.25 No.3, pp.395 - 413

Received: 25 Mar 2021
Accepted: 23 May 2021
Published online: 04 Apr 2023 *

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