Young Consumers: Volume 23 Issue 1

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Sambashiva Rao Kunja, Arvind Kumar, Bramhani Rao

The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in…

COVID vaccine and generation Z – a study of factors influencing adoption

Saju Jose

The purpose of this paper is to identify the factors that affect Generation Z behavior in the adoption of the COVID-19 Vaccine.

Is this mine? Psychological ownership and the social media follower

Caroline S.L. Tan

The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product.

The impact of personality trait and social experience on youngsters’ intention to purchase impulsively from social commerce platforms

Kusworo Anindito, Yonathan Dri Handarkho

This study aims to determine the impact of personality traits and social experience on Indonesian youngsters’ intention to purchase impulsively from social commerce (SC…

Do we always drink the same coffee? The effect of weight and colour on takeaway coffee perception

Asli Sakarya, Ibrahim Taylan Dortyol

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This…

To buy or not to buy: how young consumers approach new smart products in the social media context

Jieqi Guan, Yui-yip Lau, Huijun Yang, Lianping Ren

This paper aims to explore factors affecting young consumers’ purchasing of new smart products under the influence of social media.

Customer personal values of hygiene product consumption: a means-end analytic approach

Halimin Herjanto, Muslim Amin

Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully…

Meta-cognitive impairment in processing ingredients: the effects of jargon, list length and aids on young consumers’ evaluations of cosmetic products

Yalım Özdinç

This study aims to examine the nonidentical impacts of identical panel information that discloses cosmetic ingredients by their English (i.e. low jargon; e.g. vitamin E) versus…

Are business students more financially literate? Evidence of differences in financial literacy amongst Portuguese college students

Paulo Duarte, Susana Silva, Wilian Ramalho Feitosa, Rui Sebastião

Considering the importance of financial literacy (FL) in people’s lives the goal of this study aims to assess the level of FL of young Portuguese students, addressing the impact…