Managing Organizational Commitment of Gen Z in Bulgaria’s Fast Fashion Industry during Times of Global Uncertainty
Managing Organizational Commitment of Gen Z in Bulgaria’s Fast Fashion Industry during Times of Global Uncertainty

Author(s): Daniel Vasilev
Subject(s): Economy, National Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: Gen Z; Millennials; Organizational commitment; Uncertainty; COVID-19
Summary/Abstract: Gen Z representatives are gradually entering the labor market. One of the characteristics of the environment in which they work is that there are conditions of global uncertainty. The purpose of this study is to analyze the patterns of organizational commitment in the conditions of global uncertainty. The dynamics of organizational commitment (affective, continuance and normative) of Gen Z and Millennial representatives were studied for the period before COVID-19, during lockdown and after loosening the safety measures in leading fast fashion retail companies in Bulgaria. The results show that companies can directly influence affective and normative organizational commitment; as for rational - it increases during uncertainty and decreases in times of good predictability.

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