Young Consumers
Issue(s) available: 81 – From Volume: 3 Issue: 2, to Volume: 23 Issue: 2
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Volume 10
The changing portrayal of children in Indian advertisements: a comparative study of the three decades
Sharuti Choudhary, Subhadip RoyThis study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the…
Why do young people do things for the environment? The effect of perceived values on pro-environmental behaviour
Peggy Mei Lan Ng, Cherry Tin Yan CheungThis study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer…
Studying abroad: the role of consumer cosmopolitanism in the enrolment decisions
Miriam Taís Salomão, Susana Costa Silva, José Ricardo CôtoCosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour…
To spend or to save? The role of time perspective in the saving behavior of children
Agata Trzcińska, Katarzyna Sekścińska, Dominika MaisonThis study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking.
Attributes of young adults’ favorite retail shops: a qualitative study
Kara Chan, Qiqi LiThe purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the…
Vaping among youth: reasons, realization and intention to quit
Sajani Thapa, Satyendra C. Pandey, Swati Panda, Audhesh K. Paswan, Ashish GhimireVaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic…
Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z
Samrat BharadwajAs no prior attempt has been made to investigate the role of weight-related teasing (WRT) as a source of motivation towards impulsive purchase intention of weight loss…
I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment
Yingyu Zhong, Yingying Zhang, Meng Luo, Jiayue Wei, Shiyang Liao, Kim-Lim Tan, Steffi Sze-Nee YapGrounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship…
Boys Go, Girls Go Along: exploring gender and price differences regarding themes present on children’s graphic t-shirts
Matthew A. Lapierre, Anjali Ashtaputre, Jennifer Stevens AubreyUsing gender schema theory, this study aims to explore how children’s graphic t-shirts from clothing retailers in the USA differed on gendered themes for graphic t-shirts…
Exploring ethical consumption of generation Z: theory of planned behaviour
Elmira Djafarova, Sophie FootsThis study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour. Theory of planned behaviour…
Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers
Anna Schorn, Friederike Vinzenz, Werner WirthWhen promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify…
Determinants of Millennial behaviour towards current and future use of video streaming services
Philip Walsh, Ranjita SinghThis study aims to investigate the evolution of factors that influence the current and future use of video streaming applications by Millennial consumers.
What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study
Istijanto , Indria HandokoBubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research…
Do pop-up ads in online videogames influence children’s inspired-to behavior?
Amir Zaib Abbasi, Umair Rehman, Ding Hooi Ting, Muhammad Ali QuraishiAdvertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting
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