Why Is Generation Z Motivated at Work? A Qualitative Exploration

ABSTRACT This article aims to identify and explain the factors leading to work motivation among the Generation Z workforce, using the self‐determination theory (SDT) of motivation as a lens. The study involved 317 respondents and utilized open‐ended questions to gather textual responses through a survey. The responses were analyzed using NVIVO 14. Seven broad themes explained this cohort's work motivation: nature of work , job , support , future opportunities , references , experience , and career . The two most autonomous forms of motivation—intrinsic motivation and identified regulation—significantly explain worker motivation. Theoretically, the study's findings advance the SDT of motivation by applying its principles to an emerging workforce. Additionally, these findings enhance our comprehension of Generation Z workers’ motivation across various industries. From a managerial perspective, the results may inform the development of targeted human resource practices aimed at motivating Generation Z employees within organizations.