Abstract:

Millennials being accounted as the quarter of the world population (Kendrick, 2017) and representing the 50 percent of global consumption in 2017 (Orozpe, 2014) has successfully caught a lot of attention for researchers to study their characteristics and behaviors. Although the name millennials are used throughout the world today, there has been a debate about the birth year from many researchers because of the differences the generation is being analyzed statistically and the year position of the research itself. The fact that they are tech savvy and use all kinds of communication and social media, including television, cell phones, internet computers, laptops, etc. (Moreno, Avila, &Lafuente, 2017) makes them stay connected and informed about global issues. These situations force the market to fulfill the demand by online or mobile solutions (Hwang & Griffiths, 2017) because they are digitally more active than any previous generation. Furthermore, they are open minded, emphatic towards social issues that could impact their consumption hence embracing the collaborative consumption.