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The purpose of this paper is to explore the life priorities of Gen Y, the largest cohort of generation in India. Further variations in the life priorities of Gen Y with regard to their demographics have also been analyzed.

Ten-item Schwartz Value Inventory was subjected to factor analysis to explore defining factors for studying the life priorities of Gen Y in Indian context. Respondents ranking of the factors so revealed will allow us to study their preferred life priorities. The effect of demographics was assessed by employing an independent sample t-test.

Factor analysis revealed two factors, “materialism” and “altruism,” and Gen Y preferred materialism over altruism as their life priority. Gender and work experience did not show significant differences with regard to the life preferences Gen Y.

Gen Y is increasing its presence at workplaces across the world, and limited research has been done to study their motivations, needs and expectations at work in Indian context. This study could help managers gain insightful information related to the life priorities of Gen Y which could be harnessed to make effective strategies for their recruitment and retention.

The paper provides a valuable contribution by measuring the life priorities of Gen Y in India and adds to the scant literature on this cohort of generation.

The United Arab Emirates' demographics show the entry of a large Generation Y (Gen Y) segment into the workforce. Companies need talented human resources hence this trend has implications for the country's continued economic growth. However, little is known about Gen Y in the UAE. Furthermore, the asymmetric distributions of the population and labor force by nationality, positively skewed for expatriates, present a diverse population that challenges our understanding of this generation. The purpose of this paper is to examine the life priorities and work preferences of Gen Y Emiratis and expatriates, so that organizations can effectively recruit this new generation into the nation's workforce.

Survey and interview results from Schwartz Value Inventory and Twenge et al.'s motivational model were analyzed for correspondence between life priority and work preference choices, and differences in preferences of Emiratis and expatriates.

Emirati and expatriate Gen Y regarded seeking stability as the most important life priority and were most motivated by extrinsic rewards. However, differences were found in the ranking of other life values and in comparison with the literature.

This research extended previous studies and increases understanding of Gen Y at work. Moreover, recommendations for the effective recruitment and retention are provided to help organizations manage this young generation who are central to the future of the Middle East.

“Sustainability” presupposes first and foremost a change in human attitude. It summons contemporary societies to take measures for the sake of future societies. It requires that each individual develops historical conscience, that each human being views himself or herself at least as a participator in his/her history, and that he/she differentiates his/her current life priorities. The latter, however, is associated with the philosophic foundation of societies, and the truth is that the philosophic institution of neoteric times that we experience at present seems to exclude such a possibility.

A conceptual discussion is the approach.

Man should review once more his existence as an integral part of a spatial and chronological whole which transcends time and space in the so‐called contemporary “physical” life, and moreover, to regain awareness of the fact that he constitutes a catalytic factor in the creation of history or that he himself is the creator of (his) history. Furthermore, societies should reset collective goals as regards the spatial and chronological, i.e. historic, expansion of their scope and impact, as a requirement for this novel (novel in the context of our neoteric era) meaning of life. We believe that we are at the threshold of such a cultural change.

In the actual continuation, renaissance, recreation of history – where undoubtedly the demands of sustainability will be regarded a self‐evident priority – it is only natural that the practice of managing and designing space, as well as architectural practice itself, which will determine in the future the image of the urban environment and consequently thought itself, partake, and in particular, by playing a pivotal role.

The purpose of this paper is to explore the influence of a range of factors on the decision of female Emirati students to join the private sector as a career choice.

This study employs the analytic hierarchy process (AHP) to prioritise the factors affecting Emirati students’ choice of career. The AHP model was developed with five criteria and 19 sub-criteria based on previous literature. Data were collected through interviews of 12 female Emirati students enroled in higher educational institutions in the UAE. The respondents were selected from both public and private universities on the basis of their majors and their academic performance (GPA). The data collected were interpreted and a priority vector was assigned to each criterion and sub-criterion.

The findings show that emotional stability for engineering students and job-skills mismatch for business students are the most important factors that influence the career choice of female Emirati students in the private sector.

Authors can develop this model in their academic pursuits, and the AHP method can be used to solve employment-related decision-making problems in the private sector. Also, the findings can help policy makers and related associations to develop various policies based on the specific factors found to empower female Emirati students in the private sector in an effective manner.

The low rates of employment of the native population in the private sector is a major issue in the UAE. The study is the first of its kind to propose an AHP model that prioritises the factors which influence female Emirati students to join the private sector.

This study aims to explore: consumer experiences of intense moral dilemma arising from identity multiplicity conflict, expressed in the marketplace, which demand stark moral choices and consumer response to intensely felt moral tension where their sense of coherent moral self is at stake.

The authors gathered ethnographic data from amongst ethical consumers, and theorised the data through theory of life projects and life themes to explain how multiplicity can become an unmanageable problem in the midst of moral dilemma.

The authors reveal that in contrast to notions of liberating or manageable multiplicity conflict, some consumers experience intense moral anxiety that is unmanageable. The authors find that this unmanageable moral tension can provoke consumers to transform self and consumption choices to construct a coherent moral self. The authors identify this transformation as the meta life project.

This work contributes to knowledge of multiplicity, consumer life themes and life projects, moral dilemma and ethical consumption by showing that some experiences of moral anxiety arising from multiplicity conflict are unmanageable, and these consumers seek moral self re-unification through the meta life project.

This study provides practical guidance to companies, marketers, public organisations and activist groups seeking to understand and harness consumers’ moral codes to promote ethical consumption practices.

The authors extend current theory of multiplicity into the moral domain to illustrate limitations of framing consumer experiences of multiplicity conflict as being either liberating or manageable when consumers’ sense of moral self is at stake. This article is of interest to academic, marketing practitioner and public policy audiences.

There is little knowledge to date regarding the influence of the COVID-19 health crisis on tourists' intention to travel differently in the future. This paper addresses this and explores its determinants. The objective of the present study is to determine to what extent the Spanish tourists affected by COVID-19 may change the way they travel in the future, according to the perceived risk of travel in a pandemic context.

Between May and June 2020, the authors conducted a survey with a sample population of Spanish tourists who were resident in Spain during the COVID-19 pandemic, for the purposes of studying the role of attitudes and risk in the intention to change the way they want to travel in the future. Cluster analysis and one-way ANOVA were conducted to assess differences among the respondents. Finally, some models were built using the linear regression technique in order to evaluate the role of attitudes in the tourists' adaptive response to the perceived risk of travel.

Results confirm the formation of a new way of life influencing tourists' intentions to travel more sustainably. Accordingly, tourists with a previous environmental attitude are less interested in visiting mass tourism beach destinations in the future. However, changes in the way some tourists travel can also be read as an adaptive and temporary response to the perceived risk of contracting the disease, and do not point to a reduction of the vital importance of tourism in their lives.

The exploratory nature of the study and the lack of similar international analyses does not allow the authors to contrast its results at a global level, though it offers a starting point for future research in other countries. There are also methodological limitations, since the field work was carried out between the first and second waves of the disease, at a time when the pandemic was in remission, possibly affecting the orientation of some responses, given the desire to recover normalcy and “normal” travel, and this may have influenced the priority given to tourism.

This study gives new insights into the debate on the social transformation of the collective consciousness. Despite some signs of change, part of the Spanish tourists are still anchored in traditional tourism practices embedded in cultural factors, which can hinder sustainability in the Spanish tourism industry. The experience of the COVID-19 crisis has not been sufficient to change the declared travel habits of Spanish tourists. Therefore, progress towards the definition of a new tourism system that implies the effective transformation of demand will require applying policies and promoting institutional innovation and education to create paths that facilitate transformative experiences.

The study is focused on the analysis of the relationship between attitudes and risk perception, including novel elements that enrich the academic debate on social progress in the transformation of tourism and the possibilities of promoting a reset from the demand side. Moreover, it incorporates, for the first time, the COVID-19 as it was experienced as an explanatory variable to analyse the changing travel attitudes in a post-COVID-19 era. The analysis of the psychosocial mechanisms of risk offers a good opportunity for a better assessment of post-pandemic demand risk perception. Finally, the study offers empirical evidence on how Spanish tourists are reimagining their next and future holidays, which can be highly valuable for destination managers.

The COVID-19 bubonic plague, ravaging and reoccurring in waves globally, has impacted all aspects of human lives including the understanding and practice in the marketing discipline. The situation has pushed human behavior to its fringes with measures such as complete and partial lockdown of communities, cities and countries enforced to mitigate spread. Hence, consumers appeared to have subliminally reviewed their priorities in life as evident in the buying of essentials, neighbourhood shopping and the shift from offline to online buying behavior. Prior to the emergence of the viral disease, there has been a gradual change in consumer behavior, with respect to buying practices, and firm behavior with respect to distribution and supply chain management; largely induced by advances in technology and e-commerce. However, the COVID-19 pandemic appears to have raised the bar and accelerated behavioral change in consumers and marketing organizations. With the attendant economic instability, consumers and organizations are experiencing behavioral transformation in response to the perceived vanities of life, changes in market dynamics, market -competitiveness, and the larger economic indices. In addition, there has been observable decline in capacity utilization and employee retention in response to the forced drop in demand and corresponding supply. This book chapter, with the aid of an in-depth review of literature, discusses the effects of COVID-19 on consumer and firm behavior with emphasis on the consequences of the sustained economic disruption for marketing strategies and policies. This was hinged on the relativity of business down cycles to the present pandemic in providing a basis for future post-COVID-19 crisis studies in order to understand consumer sentiments to crisis and its implications in the marketing discipline.

Gender equality levels opportunities for men and women and reduces the initial capital constraints women often face, and yet as entrepreneurship opportunities for women open up in more developed and egalitarian societies, fewer women are choosing entrepreneurship. This paper explores this contradiction as it relates to female economic and political participation in the context of business regulation efficiency.

Drawing on panel data from 89 countries from the Global Entrepreneurship Monitor survey and the Global Gender Gap report, we use random effects regression to examine relationships. Analyses included 252 country-years, and all data used during analyses were at the country level.

Results suggest that equality in economic participation narrows and political participation widens the entrepreneurship gender gap, but a country's business regulation efficiency moderates both relationships negatively.

This study does not distinguish opportunity- and necessity-driven entrepreneurship, and does not consider the survival rates of enterprises and their industries.

Findings are pertinent to policymakers interested in advancing female entrepreneurship. They also apply to female entrepreneurs who must begin to recognize the diversity in work-life preferences among women and men.

A theoretical model is informed by two competing theories, suggesting that in the context of female entrepreneurship, removal of economic and political participation barriers, combined with business regulation efficiency, intensifies the entrepreneurship gender gap.

This is a paper of methodological orientation. An attempt has been made to delineate the basic elements of a Qur'anic view of social reality as an integral part of the worldview of the Qur'an. The theoretical frame thus derived from the Qur'an is then shown to lay the foundation for a universal theory of social science. A theory of action based on the concept of the righteous actor is contrasted with a theory of action based on the concept of the rational actor, the former representing Homo‐Islamicus, the second representing Homo‐economicus. The theory of action suggested rests on the work of Imam al Shatibi on the purposes (magasid) of Shari'ah, which is shown to emanate logically from the Qur'anic view of social reality suggested by the author.

There are signs that leisure is becoming increasingly important in contemporary working lives. This paper seeks to contribute to the career literature by examining how work and leisure can operate as allies.

Qualitative data from fieldwork engaging with hotel employees located within the tourist resort of Queenstown, New Zealand are used to explore the positive interdependencies between work and leisure for both the leisure‐orientated employee and the hotels.

The results suggest that skiing‐orientated employees are able to engage in skiing due to the money and time resources they receive from their hotel employment. At the same time, hotels have access to a seasonal, non‐standard work‐time and leisure competent labour pool as a result of the employees' orientation and participation in skiing.

The results support the existence of a leisure‐orientated career identity that conforms to the contemporary individualistic revision of career. In addition, the results emphasise the significant impact that the employment relationship, industry setting and geographic location have on the leisure‐work relationship.