Herausforderungen in der Ausbildung der Generation Z in den Berufsschulen

: Sparte Lebensmitteleinzelhandel in Oberösterreich

Abstract

This master’s thesis examines the challenges associated with training Generation Z in vocational schools for the food retail sector in Upper Austria. Due to the existing shortage of apprentices and the relatively unattractive working conditions, vocational education faces the urgent task of making training programmes more appealing and ensuring the successful completion of apprenticeships. The specific needs of Generation Z add an additional layer of complexity to this situation. The aim of this study is to identify key areas of concern and, based on these findings, to develop practical recommendations for vocational schools and training within the food retail sector. To this end, a comprehensive literature review was conducted on Generation Z, the dual education system, and the specific working conditions in the food retail industry. Based on the insights gained, a structured interview guide was developed. As part of the empirical research, 15 experts from three vocational schools specialising in food retail in Upper Austria were interviewed. The objective was to verify the challenges identified in the literature and to uncover additional, previously unrecognised, problem areas. The findings reveal that, alongside general challenges related to Generation Z, such as digitalisation, the influence of social media, and the impact of crises, there are additional difficulties specific to the food retail sector. These include, in particular, declining performance levels, increased psychological strain, and a noticeable gap between school curricula and the realities of everyday working life. Based on the interviews conducted, a range of practical recommendations were developed, incorporating suggestions and reflections from the participating experts. Some of these recommendations are directly applicable to vocational schools, while others can be transferred to in-company training. This thesis thus makes a practice-oriented contribution to the development of vocational education in the food retail sector and to enhancing the attractiveness of this career field.

Date of Award	2025
Original language	German (Austria)
Supervisor	Sebastian Martin (Supervisor)