Young Consumers: Volume 25 Issue 1

Exploring the usage intention of AI-powered devices in smart homes among millennials and zillennials: the moderating role of trust

Chee-Hua Chin, Winnie Poh Ming Wong, Tat-Huei Cham, Jun Zhou Thong, Jill Pei-Wah Ling

This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring…

Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand

Kun Chang, Hyun-Woo Lee, Gregg Bennett

The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this…

Does intention translate into actual purchase? Analysis of inducers of sustainable consumption in higher education students

Linda JessicaDe Montreuil Carmona, Anderson Gomes Paes Barretto, Edilson Bacinello

The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with…

Parental financial socialization and life satisfaction of college students: mediation and moderation analyses

Mousumi Singha Mahapatra, Jing Jian Xiao, Ram Kumar Mishra, Kexin Meng

This study aims to examine the association between parental financial socialization and life satisfaction and the mediating roles of desirable financial behavior in the…

Online counterfeit purchase behaviour: moderating effect of perceived anonymity and moral disengagement

Kaushik Samaddar, Sanjana Mondal, Aradhana Gandhi

The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online…

Brand hate in the cosmetic industry: drugstore versus luxury make-up brands

Sharon Xin Ying Ong, Natalia Vila-Lopez

Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth…

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku

Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study…