Young Consumers: Volume 24 Issue 2

Generation Z’s perceptions and attitudes toward debt: a case study of young consumers in rural Michigan, USA

Scot Squires, Henry Wai Leong Ho

While there is a large body of research looking at consumers’ perception of debt, much of this previous research focuses on older generations. Less is known about the perceptions…

Using marketing frameworks to predict the effects of e-cigarette commercials on youth

James Russell Pike, Stephen Miller, Christopher Cappelli, Nasya Tan, Bin Xie, Alan W. Stacy

This paper aims to apply the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television…

Moral obligation for recycling among youth: extended models of the theory of planned behaviour

Subrahmanyam Annamdevula, Sai S. Nudurupati, Raja P. Pappu, Ranendra Sinha

This study aims to extend the theory of planned behaviour (TPB) model to explain youth’s recycling behavioural intentions in India. Perceived moral obligation (PMO) to perform…

Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension

Shana Axcell, Debbie Ellis

With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the…

Adjustable children’s clothing: preferences of children and their parents in Sri Lanka

Niromi Seram, Dulshani Nimesha Maduwanthi

Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills…

Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games

Randi L. Priluck, Stephen F. Pirog, Joseph Z. Wisenblit

The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product…

Green behavior among Gen Z consumers in an emerging market: eco-friendly versus non-eco-friendly products

Soo Yeong Ewe, Fandy Tjiptono

This study aims to investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and…