Young Consumers: Volume 20 Issue 3

Hip children, good mothers – children’s clothing as capital investment?

Erica Åberg, Jarna Huvila

A growing body of sociological literature defines physical appearance as a form of capital, a convertible resource in contemporary societies. The purpose of this study is to…

Exploring undergraduates’ money-management life: insight from an emerging economy

Vilani Sachitra, Dinushi Wijesinghe, Wajira Gunasena

Undergraduates are expected to be future leaders responsible for business and nations. Given that sound financial decision-making is critical to their success in their careers and…

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

Juhi Gahlot Sarkar, Abhigyan Sarkar, Rambalak Yadav

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories…

Family conflict and adolescent compulsive buying behavior

James A. Roberts, Chris Pullig, Meredith David

The purpose of this study was to investigate the mediating roles of materialism and self-esteem in explaining how family conflict leads to adolescent compulsive buying. Despite…

Paying to play: an economic experiment examining children’s avatar preferences and their willingness to pay for them

Amanda Brooke Jennings, Madeline Messer

The purpose of this study is a formal experimental economics test of results found in a study designed and executed by a 12-year-old who was concerned about what she perceived to…