Young Consumers: Volume 15 Issue 4

Paradoxes and strategies of social media consumption among adolescents

Renato Hübner Barcelos, Carlos Alberto Vargas Rossi

The purpose of this paper is to study paradoxes and strategies of social media consumption among adolescents. Young people belonging to Generation Y have enthusiastically embraced…

Influences on food choices of urban Chinese teenagers

Ann Veeck, Fang Grace Yu, Hongyan Yu, Gregory Veeck, James W. Gentry

– This study aims to examine the major influences of food choices of Chinese teenagers within a dynamic food marketing environment.

Unpacking fun food and children’s leisure: mothers’ perspectives on preparing lunchboxes

Vicki Harman, Benedetta Cappellini

The purpose of this paper is to explore the relationship between lunchboxes, fun food and leisure. Looking beyond concerns focusing solely on health and nutrition, this article…

Children as football fans: an exploratory study of team and player connections

Elizabeth Thomson, Russell Williams

– The purpose of this paper is to explore children’s relationships with football teams and players and the influences on these.

The influence of the Big 5 personality traits on young people’s political consumer behavior

Ellen Quintelier

The purpose of this article is to use the “Big Five” personality structure (openness to experience, conscientiousness, extraversion, agreeableness and emotional stability) to…

How Chinese young consumers respond to gendered advertisements

Kara Chan, Yu Leung Ng, Jianqiong Liu

The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese…

Role of children in family purchase across Indian parental clusters

Neena Sondhi, Rituparna Basu

The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct…

Advertising to minors under Korean Law

Brian Oh, Kee-Hong Chun

Editorial

Brian Young