Young Consumers: Volume 24 Issue 1

Greed doesn’t grow on trees: the indirect association between proenvironmental behaviour and materialism through adolescents’ psychological entitlement

Meiting Liu, Aki Koivula

This study aims to explore the potential that acting proenvironmentally protects adolescents from developing materialistic value.

Understanding peer pressure on joint consumption decisions: the role of social capital during emerging adulthood

Zhen Li, Soochan Choi, Jeffrey Yi-Lin Forrest

The purpose of this paper is to examine the effect of peer pressure on joint consumption decisions among emerging adults. Building on prospect theory and characteristics of…

Effect of multimedia interventions on children’s fruit and vegetable consumption in a real-life setting

Rungsaran Wongprawmas, Vilma Xhakollari, Roberta Spadoni, Britta Renner, Maurizio Canavari

This paper aims to examine the effect of a food-inspired multimedia intervention on children’s fruits and vegetables (F&V) consumption in a real-life setting during lunch.

Does wanting more lead to losing control? Examining the psychological drivers of compulsive buying

Aadel Ali Darrat, Mahmoud Ali Darrat, Mohamad Ali Darrat

The purpose of this research is to shed light on the chain of psychological and behavioral effects that precipitates from a materialistic state of mind. Specifically, this study…

A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents

Femke Loose, Liselot Hudders, Steffi De Jans, Ini Vanwesenbeeck

This study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and…

Investigating the determinants of using clothing subscription rental services: a perspective from Chinese young consumers

Mon Thu Myin, Jin Su, Huicheng (Jeff) Wu, Haina Shen

The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental…

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

Mei Mei Lau, Peggy Mei Lan Ng, Elaine Ah Heung Chan, Cherry Tin Yan Cheung

This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned…