Generation Z and the Gig Economy in Kerala: Analyzing Participation Through the TPB

Purpose: Kerala's unemployment rate is 28.7%, while the national average is 10%. The most susceptible age group is 15-27, who are unemployed despite having a decent education. The gig economy serves as a safety net for millions of unemployed adolescents seeking subsistence and 'flexi-work' through platforms. The study attempts to understand the readiness of Generation Z to participate in the Gig Economy by adopting the TPB. Methodology: A well structured questionnaire was administered to those generation Z who are willing to work in the Gig Economy. The questionnaire was developed using the scales adopted from TPB. A total of 390 samples were collected. The complexity of the relationships of the variables were analysed using PLS SEM. Findings: The results suggest that Work-Life Balance, Learning and Development, Technology and Digitalisation, and Social Media had a substantial impact on the desire of Generation Z to join the gig economy, but Leadership did not have a major impact. Managerial Implications: There are a lot of opportunities to perform well in the Gig economy. Employing more youth into Gig Economy can not only improve the employment rate but also foster the advantages the new employment model in the state. Originality: The Literature on the generation Z is growing. There have been a number of studies on generation Z and also on Gig Economy. This study might be the first study on the readiness of Generation Z to participate in the Gig Economy in state of Kerala in India.