Young Consumers: Volume 23 Issue 2

Perceptions towards green image of trendy coffee cafés and intention to re-patronage: the mediating role of customer citizenship behavior

Andrea Le, Kim-Lim Tan, Siew-Siew Yong, Pichsinee Soonsap, Caple Jun Lipa, Hiram Ting

Drawing upon the stimulus–organism–response (S-O-R) model, the purpose of this study is to examine how perceptions of young customers towards the green image of trendy coffee…

Closer together or further apart? Values of hero generations Y and Z during crisis

Shabnam Azimi, Yana Andonova, Charles Schewe

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z…

The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network

Joe Hazzam*

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social…

Parental supervision and control of adolescents’ problematic internet use: understanding and predicting adoption of parental control software

Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia

This paper aims to identify the factors that motivate parents to adopt internet monitoring software (aka parental control software [PCS]) to curb problematic internet usage and…

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Natasha Saqib, Ali M. Shah

The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that…

Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach

Oscar Robayo-Pinzon, Sandra Rojas-Berrio, Patricia Núñez-Gómez, Blanca Miguélez-Juan, Ligia García-Béjar

The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act…

Influence of cartoon characters on generation alpha in purchase decisions

Ashish Gupta, Jitender Kumar, Tavishi Tewary, Nirmaljeet Kaur Virk

This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour.

Understanding the antecedents of omni-channel shopping by customers with reference to fashion category: the Indian millennials’ perspective

Prashant Chaudhary, Archana Singh, Sarika Sharma

The purpose of this study is to understand the antecedents of omni-channel shopping with reference to the intention to purchase fashion products by millennials and their…

Children’s consumption culture development through Christmas myths: ethical implications

Ann-Marie Kennedy, Martin K.J. Waiguny, Maree Alice Lockie

This paper seeks to explore the functions of Christmas mythemes for children’s consumption culture development. In addition, the purpose of this study is to provide an insight on…