Young Consumers: Volume 21 Issue 4

Turning narcissists into prosocial agents: explaining young people’s online donation behavior

Widya Paramita, Felix Septianto, Rokhima Rostiani, Sari Winahjoe, Handini Audita

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to…

Young adolescents’ experiences and views on eating and food

Alice Gilmour, Steve Gill, Gareth Loudon

Poor eating habits established during adolescence are likely to lead to negative long-term health consequences. The childhood obesity epidemic is a growing public health concern…

Investigating the determinants of behavioral intentions of generation Z for recycled clothing: an evidence from a developing economy

Pallavi Chaturvedi, Kushagra Kulshreshtha, Vikas Tripathi

The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms and willingness to pay on generation Z’s purchase intention for…

Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands

Robert James Thomas, Gareth Reginald Terence White, Anthony Samuel

The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for…

Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention

Bela Florenthal, Manar Awad, Susan Godar

Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational…

Regulatory fit/nonfit and in-game advertising effectiveness on children

Haiming Hang, Cui-Lin Zhang

The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising.

Uses and gratifications sought by pre-adolescent and adolescent TikTok consumers

Christina Bucknell Bossen, Rita Kottasz

The purpose of this paper was to explore the uses and gratifications sought by the primary target market (pre-adolescent and adolescent groups) of a new social media site, TikTok…