Study of Generation's Value Structure and Content (Case Study: Over 18 year old Citizens of Kerman)

At this new era, different societies including Iran, have encountered wide changes in political, economic, social and cultural areas. These changes have created differences among the generations in terms of value, knowledge and behavioral orientation. Therefore this research has investigated the differences of the structure and content of generations’ value, by using Schwartz value theory and theories of Inglehart and Mannheim. Survey method and standardized questionnaire utilized to collect data from a sample (n=405) among over 18 years old citizens of Kerman. Findings indicated that the third generation (new generation) was different at least with one of the second and first generation in all values, except for power and universalism. Comparison of the value orientation of the generations showed that individualism is top priority of the third generation, and collectivism and tradition are the top priorities of old generations.