Teaching Business Ethics: Why Gen Y?
Each generation both influences ensuing generations and is influenced by preceding generations. As the most consumption-oriented and ethnically-diverse generation in history, Generation Y will likely change the landscape of the marketplace. The overarching purpose of this article is to assess how value orientations of Generation Y impact ethical decision-making. Specifically, the present research assesses the relationship between self-reported authority credence, needs determinism and altruism and un/ethical decision choice. In this way, the attention shifts from a curricular focus to a participant (student) focus in business ethics education. The findings suggest that Generation Y students may possess different value orientations that may or may not be accordant with traditional teaching methods or content areas.
Pelton, Lou E., and Sheb L. True. "Teaching Business Ethics: Why Gen Y?" Marketing Education Review 14.3 (2004): 63-70.