Abstract
Purpose. This study explored the perceptions of Generation Y, Generation X, Baby Boomers, and Matures towards dress policies, specifically professional business attire, business casual and casual dress. Dress policies components included preference, productivity, professionalism, job satisfaction, and attract and retain. This study examined whether or not significant differences exist between the perceptions of generational cohorts towards dress policies. Also, it determined whether or not significant differences exist between the perceptions of generational cohorts towards dress policies by gender. Methodology. This research employed descriptive and ex post facto designs. The population included Albertsons' grocery shoppers from three supermarkets located in the County of San Bernardino, California. An interview questionnaire was created to collect the data from 100 Albertsons' grocery shoppers. Findings. This study found generational cohorts prefer a dress policy of business casual or casual attire. They believe many different dress policies---business, business casual, casual, or a uniform---assist in increasing their productivity, but not their job satisfaction. However, dress attire affects their morale. Generation Y and Generation X believe casual clothing is acceptable in a professional business environment. Generational cohorts view casual dress attire as an important perk organizations can offer their employees. Overall, there was consistency between generational cohorts on the indicators measured in this study. Conclusions. This study revealed organizations do not have to adopt a casual attire dress policy to attract and retain generational cohorts. Organizations should, however, occasionally offer casual attire as a perk. Matures are consistent in their perceptions of dress policies. They feel more comfortable with a professional business attire dress policy. Dress attire does not appear to be a driving force in employee behavior and, for the most part, does not strongly affect generational cohorts' productivity or job satisfaction. Overall, there is a considerable amount of consistency between generational cohorts and their perceptions towards dress policies. Implications for action. Recommendations were made to assist organizations in making sound business decisions on what dress policy to adopt. Business casual attire and casual Fridays were suggested.