Generation Z – En unik generation : - En studie om vad som stimulerar   generationens interna motivation och hur    transformativt ledarskap kan främja det?

Sammanfattning: This degree project is examined through an analysis and a research overview of how internal motivation and transformational leadership can affect generation Z on the labor market. Different backgrounds and theories are also analyzed. In addition, through qualitative interviews, how the interviewers experience the feeling of competence, autonomy and relatedness. The theories used are about self-determination theory and the four “i´s” linked to intern motivation among generation Z. The purpose of this study is to investigate the role of transformative leadership for the internal motivation of generation Z by interviewing and illustrating how the interviews experience the feeling of competence, autonomy and relatedness. The answer of the respondent is varied because the work role and retail companies are different and everyone has different views on the questions, all see the questions from different perspectives. Discourse that seems interesting here is about how competence, autonomy and relatedness interact and affect each other, and then linked it to internal motivation. The result shows that competence is the most important need to promote Generation z´s internal motivation. In addition, the results show that intellectual stimulation increases the feeling of autonomy which has a big impact on inspirational motivation in the retail industry.