Young Consumers: Volume 24 Issue 6

Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust

Biljana Crnjak-Karanović, Ivana Kursan Milaković, Jelena Elez

By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted…

Evaluating the purchasing behavior of organic food among Chinese consumers

Haiyan Huo, Fauziah Sh. Ahmad, Bryan Teoh

This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior…

Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior

Naseer Abbas Khan, Sajid Hassan, Natalya Pravdina, Maria Akhtar

This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on…

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Ser Zian Tan, Kara Chan, Poh Ling Tan

This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while…

Turkish gen Z players’ in-game purchase intention: does gender difference matter?

Mahmut Selami Akin

This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender.

Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective

Seth Ampadu, Yuanchun Jiang, Samuel Adu Gyamfi, Emmanuel Debrah, Eric Amankwa

The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory…

Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy

Vu-Dung-Van Phan, Yung-Fu Huang, Manh-Hoang Do

This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers.

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Ashish Gupta, Ajay Kumar, Esubalew Melese

This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage…

Does the use of organic personal care products persuade sustainable consumption behaviour? Understanding the moderating role of health consciousness

Deepika Jhamb, Aditi Chandel, Amit Mittal, Urvashi Tandon

Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the…

From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants

Patcharaporn Mahasuweerachai, Chompoonut Suttikun, William Hamilton Bicksler

Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether…