Young Consumers: Volume 25 Issue 3

Practice theory approach to Gen Z’s sustainable clothing consumption in Finland

Olga Gurova

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and…

Do millennials’ personalities and smartphone use result in materialism? The mediating role of addiction

Christine Nya-Ling Tan

This paper aims to use the five-factor model’s (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the…

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

Fei Fan, Lin Fu, Qinghua Jiang

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from…

Investigating alternative avenues for financial behaviour change: moving beyond the traditional approach

Andrea Lučić, Marija Uzelac

This study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour…

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers…

Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention

Jiayi Lyu, Cora Un In Wong, Zhuo Li, Lianping Ren

This study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of…

Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan

Summer Dahyang Jung, Sahej Claire, Sohyeong Kim

Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future…