Young Consumers: Volume 20 Issue 4

Guest editorial

Farzana Quoquab, Jihad Mohammad

Materialistic values and green apparel purchase intention among young Vietnamese consumers

Mai Thi Tuyet Nguyen, Linh Hoang Nguyen, Hung Vu Nguyen

Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However…

Materialist values, financial and pro-environmental behaviors, and well-being

Sabrina Helm, Joyce Serido, Sun Young Ahn, Victoria Ligon, Soyeon Shim

The purpose of this study is to examine young consumers’ financial behavior (e.g. saving) and pro-environmental behavior (i.e. reduced consumption and green buying) as effective…

Measuring and enhancing children’s sustainable consumption and production literacy

Leah Watkins, Rob Aitken, Jess Ford

A sustainable future requires that we empower our children to not only make green consumer choices but also consider the wider issues of sustainable consumption. This paper aims…

Envisioning a sustainable consumption future

Rob Aitken, Leah Watkins, Sophie Kemp

The purpose of this study is to understand what a sustainable future would look like and the nature of the changes needed to achieve it. Continued reliance on economic growth to…

Brand sustainability among young consumers: an AHP-TOPSIS approach

Manu Sharma, Sudhanshu Joshi

This study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using…

Value orientation, green attitude and green behavioral intentions: an empirical investigation among young consumers

Pradeep Kautish, Rajesh Sharma

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on…

Environmental segmentation: young millennials’ profile in an emerging economy

Ayşen Coşkun, Raife Meltem Yetkin Özbük

The purpose of this study is to segment young millennials in an emerging economy based on their environmental attitudes and purchase intentions. The study also attempts to…

Examining the role of external factors in influencing green behaviour among young Indian consumers

Ramesh Kumar, Raiswa Saha, Sekar P.C., Richa Dahiya

The purpose of this paper is to measure the influence of peers, and the Government and non-governmental organization (NGO) initiatives on an individual’s attitudinal drivers such…