Young Consumers: Volume 23 Issue 4

To spend or to save? The role of time perspective in the saving behavior of children

Agata Trzcińska, Katarzyna Sekścińska, Dominika Maison

This study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking.

Vaping among youth: reasons, realization and intention to quit

Sajani Thapa, Satyendra C. Pandey, Swati Panda, Audhesh K. Paswan, Ashish Ghimire

Vaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic and…

Why do young people do things for the environment? The effect of perceived values on pro-environmental behaviour

Peggy Mei Lan Ng, Cherry Tin Yan Cheung

This study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer value…

Attributes of young adults’ favorite retail shops: a qualitative study

Kara Chan, Qiqi Li

The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the…

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

Sharuti Choudhary, Subhadip Roy

This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes…

Studying abroad: the role of consumer cosmopolitanism in the enrolment decisions

Miriam Taís Salomão, Susana Costa Silva, José Ricardo Côto

Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called…

Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach

Kaustav Ghosh, Subhajit Bhattacharya

This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury…

Willingness to purchase refurbished products sold online: a qualitative inquiry of young consumers from an emerging market

Jighyasu Gaur, Ankur Srivastava, Ritu Gupta

The literature provides evidence of consumers’ willingness to purchase (WTP) refurbished products. However, the studies focusing on young consumers’ (18–24 years) purchasing…

Adolescent Generation Z and sustainable and responsible fashion consumption: exploring the value-action gap

Annie Williams, Nancy Hodges

The purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by…