Young Consumers: Volume 24 Issue 5

A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision?

Mohammad Rokibul Kabir

This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development…

Young adult tourists’ intentions to visit rural community-based homestays

Tze-Yin Lim, Choi-Meng Leong, Lucas Tee-Kiat Lim, Bibiana Chiu-Yiong Lim, Rodney Thiam-Hock Lim, Kiat-Sing Heng

This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by…

It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

Hong Yan Yu, Deli Yang, Carol Yoder, Maho (Mahmut) Sonmez

This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and…

Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation

Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip

The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and…

Antecedents of mobile device purchase intention by mobile gamers

Emerson Wagner Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues

This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price…

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Eugine Tafadzwa Maziriri, Brighton Nyagadza, Brian Mabuyana, Tarisai Fritz Rukuni, Miston Mapuranga

This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes…